Toys R Us making a comeback via Macy’s online and in stores

Macy’s said Thursday it is partnering with WHP Global to bring the Toys R Us brand to its website and stores.

Shoppers can buy Toys R Us products online now. Next year, Macy’s said it will have Toys R Us shops inside more than 400 of its stores.

“As a Toys R Us kid, I could not be more excited to bring this beloved brand that so many of our customers know and love into Macy’s online and to our stores across America,” said Nata Dvir, Macy’s chief merchandising officer.

“Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together. 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.”

At the in-store shops, Macy’s said, customers will be greeted by Geoffrey the Giraffe and will find interactive experiences.

Yehuda Shmidman, chairman & CEO of WHP Global and Toys R Us, said, “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. We’re thrilled to be launching this new partnership together with Macy’s.”

The online selection includes dolls, outdoor and sports, vehicles and remote control, games, puzzles, educational toys and crafts, dress up and pretend play from brands including Barbie, Discovery, Hot Wheels, Melissa & Doug, Nerf, Fisher-Price and FAO Schwarz.

Shoppers will find favorite characters include Spider-Man, Star Wars, Super Mario Bros., Barbie, Paw Patrol, Frozen, Avengers and Disney Princesses.