Macy's brings back Toys 'R' Us in time for the holiday

Is Santa calling in early reinforcements this year? A classic toy superstore is being brought back to life ahead of the holiday season.

Macy's, in partnership with Toys "R" Us parent company WHP Global, announced Monday that it plans to bring the Toys "R" Us brand to every Macy's store in the U.S. for the holiday season.

The rollout of the new pop-up stores is set to begin in late July, with all locations expected to be complete by  Oct. 15.

In-store shops will vary in size, but span up to 10,000 square feet in flagship locations like Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco.

Toys "R" Us, a beloved toy chain, liquidated its U.S. stores in 2018 after filing for Chapter 11 bankruptcy in 2017. The brick-and-mortar toy megastore buckled under the competition from online retailers like Amazon.

Since last summer, Toys "R" Us products have been available at Macy's exclusively online. In Macy's reported earnings for the first quarter of 2022, the retailer recorded that toy sales were 15 times higher than before its partnership with Toys "R" Us.

"Macy's cannot wait to bring the Toys 'R' Us experience to life in our stores," said Nata Dvir, Macy's chief merchandising officer, in part of a statement. "The customer response to our partnership with Toys 'R' Us has been incredible and our toy business has seen tremendous growth."

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