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Macy’s to Add More Toys “R” Us Shop-in-Shops

The department store retailer will bring the shops to all of its locations in time for the holiday season




Credit: Eugene Gologursky/Getty Images for Macy’s, Inc.

Almost one year after Macy’s (New York) announced it would open 400 Toys “R” Us shop-in-shops, the two retail brands are expanding their partnership.

Macy’s says it will now bring the Toys “R” Us (Parsippany, NJ) in-store shops to all of its department stores by Oct. 15, with each shop measuring 1000 square feet up to 10,000 square feet at select flagship locations. The footprint of the spaces may flex up an additional 500 to 3000 square feet during the holiday season to offer a wider assortment of products.

The shops will featured colored fixtures, hands-on demonstration tables for shoppers to interact with various toy assortments, and a life-sized “Geoffrey on a Bench” photo opportunity.

In its reported earnings for the first quarter of 2022, Macy’s said its toy sales were 15 times higher than the comparable period prior to the Toys “R” Us partnership.


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