Toys R Us is teaming up with Macy’s to open new shops in over 400 department stores from next year, potentially opening the door to more LEGO retail exclusives.
Before Toys R Us closed its doors in 2018, the toy store was a focal point for exclusive LEGO sets, deals and even promotions, polybags and exclusive minifigures. All that could now be set to return from 2022, when Toys R Us and mascot Geoffrey the Giraffe will welcome customers into new stores within Macy’s.
There’s no word yet on how large these stores will be, nor which Macy’s stores will be getting Toys R Us departments, but you can already order toys from both Macy’s and Toys R Us’s websites. At the moment, the only LEGO products available are storage bricks, a picture frame and a set of pyjamas, but that range may expand to include building sets by the time TRU opens its physical stores.
“As a Toys R Us kid, I could not be more excited to bring this beloved brand that so many of our customers know and love into Macy’s online and to our stores across America,” Macy’s chief merchandising officer Nata Dvir said in a statement. “Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together.”
This isn’t the first time Toys R Us has attempted a comeback: Tru Kids Brands, the parent company behind the retailer, opened two physical pop-up stores in 2019, but both were forced to close amid the pandemic earlier this year. Brand management company WHP then acquired a controlling stake in Tru Kids Brands and promised to open new Toys R Us stores by the end of 2021.
That target has now been pushed back to 2022, but the ambition is clear, with 400 stores marking a true comeback for the brand. USA Today reports that Macy’s Inc. Chairman and CEO Jeff Gennette expects the partnership to ‘quintuple’ the department store’s toy business, and plans to expand the scope of Toys R Us’s profile and brands.
And yes, Geoffrey the Giraffe is a dead cert for a balloon in this year’s Macy’s Thanksgiving Parade.