Macy’s Toys R Us stores open nationwide with 9 days of free events

Toys R Us stores are now open at Macy’s stores nationwide. Photo courtesy of Macy’s

Toys R Us is officially back with hundreds of smaller toy stores now open at Macy’s stores nationwide.

Why is this important: The holiday shopping season got off to an early start as consumers stung by high inflation tried to stretch their budget by staggering their purchases.

The big picture: The opening of the new Toys R Us stores intensifies the holiday toy wars and gives parents another option for in-store shopping.

  • Target, Walmart and Amazon have already launched early toy deals and extended holiday return windows.

Driving the news: Macy’s is holding nine days of activities to mark grand openings across all stores with events beginning Saturday and continuing through October 23.

Details: The department store chain announcement in July that it was adding small toy stores to all of its US locations, which will range from 1,000 to 10,000 square feet in flagship locations.

  • The first new Toys R Us stores opened in late July, and Macy’s told Axios that all stores would be open on Saturday.
  • The stores offer hands-on demonstration tables for customers to interact with toys, as well as a life-size “Geoffrey on a Bench” giraffe photo spot.

Rollback: In March 2018, Toys R Us began liquidating its bankrupt US stores and closed all of its stores in June.

  • WHP Global, a brand management company, acquired the toy brand in March 2021.
  • Macy’s and Toys R Us first announced their partnership in August 2021 with the launch of an online store and plans to add small toy stores to 400 stores in 2022.
  • Macy’s announced in July that Toys R Us stores would open across its entire department store fleet by October 15.

State of play: The return of Toys R Us should also spark nostalgia for the iconic retailer, much like what McDonald’s did with its viral Happy Meals for adults.

Toys R Us Grand Opening Activities, Giveaways

Activities will be available while supplies last and no purchase is necessary, Macy’s said on his website.

  • October 15 – Barbie Day: Barbie activity sheets and a “fun gift”.

  • October 16 – Fisher Price Day: Kids can build and decorate a Little People House and receive a free minifigure to take home.
  • October 17 – Geoffrey’s birthday: Design a photo frame and take a photo with a statue of Geoffrey. There will also be “fun gifts including LEGO goodie bags and Disney plush items.”
  • October 18 – National Geographic STEM Day: Children will receive a Mini Fools Gold Dig kit to take home and there will be a dig in store.
  • October 19 – Rainbow Loom Day: Kids can make Rainbow Loom bracelets to trade or take home.
  • October 20 – Play-Doh Day: Children can play with Play-Doh playsets and receive a gift.
  • October 21 – Pokemon Day: Kids will receive Pokémon Trade & Play activity packs to trade and play in store.
  • October 22 – LEGO Day: Kids can build with in-store LEGO sets and receive goody bags.
  • October 23 – LOL Surprise! Day: Children can color LOL Surprise! activity pages and receive a fun gift.

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