Toys R Us has found second life as new in-store locations have opened in select Macy's department stores the nation across and celebrating with nine days of free events.
The toy store giant sought bankruptcy in 2017 and shut down all locations in 2018 as the brick-and-mortar locations suffered declining deals. Macy's had declared its partnership with WHP Global, the proprietor of the Toys R Us brand, in the summer of 2021.
Macy's begun opening new Toys R Us locations in 451 stores in front of the holiday season to benefit from the most worthwhile season for retail, with a wide reopening on Oct. 15.
New locations include the flagship Macy’s location in Herald Square, New York City. Up to this point just Alaska, Arkansas, Iowa, Mississippi, Nebraska and Wyoming have no locations accessible.
The deal remains virtually exclusive, with the flagship two-story location American Dream in East Rutherford, New Jersey.
Past reports showed in-store shops could take up somewhere in the range of 1,000 and 10,000 square feet, with the bigger spaces in flagship locations. The Herald Square location will clock in at 8,000 square feet, while the Valley Fair location in Santa Clara, California will take up 7,000 square feet.
Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami and San Francisco will likewise see the greatest locations possible in that range.
The nationwide opening of locations on Oct. 15 will likewise launch a nine-day celebration of free events, including Barbie Day, Fisher-Price Day, Geoffrey's Birthday, Play-Doh Day, Pokémon Day and Lego Day, among others, Axios revealed.
Each Toys R Us store will feature playful colored fixtures, hands-on demonstration tables for clients to collaborate with different toy assortments and a life-size "Geoffrey on a Bench" photo opportunity for families.
Macy's plans to ultimately add toy shops to all its U.S. locations.