(KTLA) – Never mind the living dead. Think of Toys “R” Us as a brand that refuses to die.
The once ubiquitous toy store – which went bankrupt and closed all outlets in 2018 – is about to make a comeback.
Toys “R” Us will come to life in all major Macy’s stores over the next few months.
Store sizes inside stores will range from 1,000 square feet in smaller locations to sprawling 10,000 square feet at larger Macy’s, including in Los Angeles and San Francisco.
Macy’s recognized the opportunity to revitalize Toys “R” Us when it agreed last year to sell Toys “R” Us-branded goodies on its website.
Macy’s then began opening in-store stores in approximately 400 locations to gauge customer reaction.
The response was apparently warm enough that Macy’s is now getting into the toy brand.
Toys “R” Us is owned by WHP Global, which acquired the brand from Tru Kids Inc., which reclaimed the Toys “R” Us name in a liquidation sale.
Tru Kids opened Toys “R” Us stores in New Jersey and Texas but then closed them last year due to the pandemic.
According to Macy’s, Toys “R” Us “will come to life in-store with playful, colorful fixtures as well as convenient display tables for customers to interact with a variety of toy assortments.”
“Macy’s is looking forward to bringing the Toys ‘R’ Us experience to life in our stores,” Nata Dvir, head of merchandising at Macy’s, said in a statement.
“We hope Toys ‘R’ Us children of all ages will discover the joy of exploration and play in our stores and that families will create special memories together.”
Macy’s is clearly looking to be more to more people at a time when the retail industry is struggling to regain its pre-pandemic strength and compete with online rivals such as Amazon.
New Toys “R” Us stores will begin opening this month, with the rollout expected to wrap up by mid-October — which happens to be around the time holiday shopping begins.
Suggest a fix