Toys ‘R’ Us Announces Shop-in-Shops

Toys “R” Us (Wayne, N.J.) along with controlling stakeholders WHP Global (New York), is planning to open more than 400 shop-in-shops throughout Macy’s (New York) department stores nationwide by 2022, according to a press release. Until the shop-in-shops open, Toys “R” Us will have an experience for shoppers though macys.com/toysrus.

The new concept will feature dedicated toy sections curated by age, categories and interests, as well as activation centers and interactive experiences, the companies say. Shoppers will be greeted by Geoffrey the Giraffe, the brand’s recognizable mascot.

Nata Dvir, Chief Merchandising Officer, Macy’s, says, “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. Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together. Toys “R” Us is a globally recognized leader in children’s toys and our partnership allows Macy’s to significantly expand our footprint in that category, while creating more occasions for customers to shop with us across their lifestyles.”