STREAMING NOW: Watch Now

Toys 'R' Us is back ... again

Toys 'R' Us is back ... again

Posted: Aug 19, 2021 2:31 PM
Updated: Aug 19, 2021 2:31 PM

Toys "R" Us is getting another lease on life thanks to Macy's.

The two companies are partnering to sell toys on Macy's website. The brands are also opening Toys "R" Us shop-in-shops at 400 department stores next year.

It's the second attempt to revitalize the Toys "R" Us brand within three years. This relaunch is new owner WHP Global's first significant strategy shift for the toy store. The New York-based brand management company bought the storied retailer in March with plans to build a "global network and digital platform" for Toys "R" Us.

For Macy's, using the recognizable name could grow its toy business to compete against Target and Walmart. The department store said its toys sales has grown "exponentially" in the past year as parents try to entertain their homebound kids during the pandemic.

"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," said Nata Dvir, Macy's chief merchandising officer, in a press release.

WHP Global bought Toys "R" Us from Tru Kids Inc., which bought the failed brand in a 2018 liquidation sale. Tru Kids had big plans to open about a dozen standalone stores across US malls, but only opened two in New Jersey and Texas. Both later closed with the company blaming Covid-19.

The store-within-a-store concept has been growing in popularity, with big chains like Target and Nordstrom looking for ways to keep shoppers coming back to their stores. Target is opening mini Apple shops and Ulta makeup shops at dozens of its locations and Kohl's has partnered with Sephora to open 70 shops.

The-CNN-Wire
™ & © 2021 Cable News Network, Inc., a WarnerMedia Company. All rights reserved.

New York Coronavirus Cases

County data is updated nightly.

Cases: 2506247

Reported Deaths: 55965
CountyCasesDeaths
Kings33129910834
Queens31382710273
Suffolk2383183590
Nassau2136033286
Bronx2067916745
New York1674924632
Westchester1433882338
Erie1054771938
Richmond882931930
Monroe835191180
Orange57192909
Rockland52859779
Onondaga51456755
Dutchess35411497
Albany30510386
Oneida28347582
Broome24121403
Niagara23795397
Saratoga20034197
Ulster17179277
Schenectady16525227
Rensselaer14618167
Putnam1242096
Chautauqua12281172
Oswego11449112
Chemung10740153
St. Lawrence10354124
Steuben9972173
Ontario9244110
Jefferson867574
Cayuga8582107
Sullivan839483
Wayne801884
Cattaraugus7586112
Genesee6904132
Herkimer6671125
Clinton663138
Tompkins646359
Fulton6228102
Madison6092102
Montgomery5865138
Livingston564971
Warren537181
Cortland528479
Tioga501271
Columbia4966111
Chenango463586
Allegany454296
Washington453367
Otsego452654
Greene434286
Wyoming433657
Orleans428087
Franklin417920
Lewis355038
Delaware350747
Seneca271663
Schoharie227221
Essex224531
Yates158827
Schuyler151317
Hamilton4343
Unassigned14424
Out of NY0310
Utica
Cloudy
47° wxIcon
Hi: 46° Lo: 42°
Feels Like: 47°
Oneonta
Cloudy
42° wxIcon
Hi: 47° Lo: 42°
Feels Like: 37°
Herkimer
Cloudy
47° wxIcon
Hi: 48° Lo: 42°
Feels Like: 47°
Old Forge
Cloudy
47° wxIcon
Hi: 41° Lo: 35°
Feels Like: 47°
WKTV Radar
WKTV Temperatures
WKTV Severe Weather
NEW Game Day Deals each week
Chapter Aesthetic October Giveaway
Cool To Be Kind 2021
Looking for work or looking to hire? Check out the WKTV Job Fair!
Saluting Those Who Are Proud 2 Serve