Toys R Us has seen some rough years but it is all set to make another comeback. This time it is doing so in partnership with Macy’s. The development comes as Macy’s has seen a surge in toy sales during the coronavirus pandemic. The iconic retail brand has therefore decided to strengthen its presence in partnership with Toys R Us. The partnership will help it expand its footprint in the toy market. This will also be an opportunity for Toys R Us. While announcing the partnership, Macy’s said that is planning to include in-store Toys R Us shops in shops at over 400 locations by 2022.
This is the second attempt to give a push to Toys R Us in less than three years. The development is apparently the first significant strategy of the new owner of Toys R Us. The iconic toys retailer is currently owned by WHP Global. The New York-based leading brand acquisition and management firm had acquired the company in March this year. This raised hope that Geoffrey the Giraffe would soon make a comeback. Macy’s has a strong online presence and the partnership will also help Toys R Us to sell toys online. These efforts are very small in comparison to 1,500 stores that the toy company operated around the globe before it was closed in 2018.
The main aim behind this partnership is to bring families to Macy’s stores in hopes that they would purchase non-toy products. It is pertinent to mention that this is not the first time when Macy’s is entering into such a partnership with a recognizable toy retail brand. The retail giant has done this earlier as well with the hope of attracting a wider demographic to its brick and mortar stores. The retail brand had partnered with FAO Schwarz in the year 2018. FAO Schwarz was the oldest toy store in America.