Toys ‘R’ Us is back from the dead — again.
Macy’s will now sell products from the brand in more than 400 stores and online through a partnership with WHP Global, a brand management company that acquired a controlling interest in Tru Kids in March. After Toys ‘R’ Us filed for Chapter 11 bankruptcy protection in September 2017, Tru Kids bought the company’s brands and intellectual property.
The partnership with Macy’s will roll out across the U.S. in 2022.
“Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together,” said Nata Dvir, Macy’s chief merchandising officer. “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.”
Under Tru Brands, the beloved toy retailer opened up two physical locations in 2019 via a partnership with experiential retail tech start-up b8ta. The stores — located in the Galleria mall in Houston and in the Westfield Garden State Plaza in Paramus, N.J. — were ultimately closed due to the pandemic.
In 2019, Target partnered with Tru Brands to power the toy retailer’s digital and fulfillment services. At the time, those who shopped on ToysRUs.com would be redirected to Target.com to make a purchase. In August of 2020, Tru Brands switched over to Amazon.
“Our partnership with Macy’s marks the greatly anticipated return of Toys ‘R’ Us in the U.S.A., and changes the retail landscape by combining two beloved retail brands together for consumers across the nation in a completely innovative way,” said Yehuda Shmidman, chairman and CEO of WHP Global and Toys ‘R’ Us.
Macy’s beat expectations in its Q2 earnings on Thursday, reporting $5.65 billion in revenue versus the $5.01 billion expected.