It’s NOT the stand alone stores….
It’s the iconic Child Toy store ‘Brand;’…..
Macy’s will do everything under the banner of ‘Toys R Us’…..
No, the old Toys R Us isn’t back. But the new Toys R Us has the potential to bring back some of the old magic – both for Toys R Us and Macy’s.
The Toys R Us partnership with Macy’s could help the department store chain regain its “Miracle On 34th Street”-era status as an essential holiday shopping destination for families.
Macy’s has installed 451 Toys R Us branded toy shops in its stores, and it kicked off the launch of the shops with the unveiling of the largest Toys R Us shop, at Macy’s Herald Square in New York city, at a media event Oct. 13. Macy’s has scheduled events all week at stores throughout the country to promote the toy shops, including celebrations today of the birthday of the beloved Toys R Us mascot, Geoffrey the giraffe.
Toys R Us now is primarily a licensed property, rather than a merchant, and Macy’s has made a smart strategic decision to attach the iconic Toys R Us brand, along with its marketing images, and Geoffrey, to toy shops in its department stores….
image…Jeff Gennette, Chairman & CEO of Macy’s, Inc. poses with Toys R Us mascot Geoffrey at the unveiling … …GETTY FOR MACY’S, INC.