business news in context, analysis with attitude

WWD reports that "Macy's will bring Toys R Us to all its U.S. stores, starting this month … Beginning in late July and rolling out through Oct. 15, the in-store shops will range from 1,000 square feet up to 10,000 square feet in flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco.

"The footprint within stores may expand by an additional 500 to 3,000 square feet during the holiday season to offer an even wider assortment of products.

"Inside the stores, the Toys R Us brand will be identified via colored fixtures as well as demonstration tables for customers to interact with various toy assortments. The Toys R Us shops will also feature a life-size 'Geoffrey on a Bench' photo opportunity for families."

The story says that the move represents an expansion of Macy's partnership with WHP Global, described as "a New York-based brand acquisition and management firm," which bought a controlling interest in the Toys R Us brand portfolio in March 2021.

KC's View:

Gosh, it seems like the "Toys R Us Is Back" story has been written more than a few times over the past few years, but it never seems to get traction.

Maybe this time it will take, though I'm not sure that Macy's is the kind of future-focused engine that will drive it in the right direction.  That said, Macy's has been using the brand in its online store … so maybe there is a there there.