If you remember, the toy giant shut down amid a 2017 bankruptcy filing. However, as a result of a new partnership with Macy’s Inc., Geoffrey the Giraffe and Toys ‘R’ Us are returning to brick-and-mortar retail just in time for the holiday season.
“We’re in the brand business, and Toys ‘R’ Us is the single most credible, trusted and beloved toy brand in the world,” Yehuda Shmidman, chairman and chief executive officer of WHP Global, the brand management firm that acquired Toys ‘R’ US, told CNBC in an interview last year. “We’re coming off a year where toys are just on fire. … And for Toys”R”Us, the U.S. is really a blank canvas.”
Curiously enough, toy sales have exploded since the pandemic. According to retail insights from the NPD Group, U.S. retail sales of toys generated almost $29 billion dollars in 2021 compared to the $22 billion, pre-pandemic, in 2019.
The toy store giant will open in Macy’s stores beginning late July through October. And of course, Macy’s plans to have some customer-friendly perks in celebration of the openings. Customers will be able to enjoy demonstration tables for new toys and a life-size Geoffrey the Giraffe photo opp.
“Macy’s cannot wait to bring the Toys ‘R’ Us experience to life in our stores,” said Nata Dvir, Macy’s chief merchandising officer in an recent interview. “We hope Toys ‘R’ Us kids of all ages discover the joy of exploration and play within our shops and families create special memories together. The customer response to our partnership with Toys ‘R’ Us has been incredible and our toy business has seen tremendous growth.”
— Toys"R"Us (@ToysRUs) July 18, 2022
Toys ‘R’ Us will occupy a 1,000 square feet of space in smaller store locations and up to 10,000 square feet in flagship Macy’s stores in cities such as Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco.
As the holiday’s approach, we have a feeling that Geoffrey the Giraffe will find his busy groove once again.