Toys R Us and Macy’s are joining forces in a deal that will see Toys R Us merchandise available in-store and on the Macy’s website, a move that will further edge forward the profile of the once ubiquitous toy retailer.
Toys R Us shop-in-shops will roll out next year, and a larger assortment of Toys R Us merchandise is available now on Macy’s website.
Under the agreement, Toys R Us’ website will be powered by Macy’s, the companies said. Target had been running the toy chain’s site, but that relationship ended in July 2020. It has not been confirmed how long the partnership with Macy’s has been agreed.
The Toys R Us experience at macys.com/toysrus lets shoppers search for products by age, toy type, character and brand. Macy’s says that ToysRUs.com, powered by Macy’s, will serve as the dedicated authority for all things toys and play, with highly immersive and engaging content that seamlessly connects consumers to the toy offering at macys.com.
Within the Toys R Us shop-in-shops at Macy’s, customers will be welcomed by Geoffrey the Giraffe, plus the retailer promises interactive experiences, activation centers and iconic elements to support its toy offering..
