I Still Function! – Geoffrey’s Toy Box Is The New Toys “R” Us

Definitely would love to see TRU come back viable and be successful once again. I just wish they might have chosen a different store to partner with like maybe JCPenney perhaps. My state is one of only about 6 states with no Macys stores. I'm not too upset since there are other avenues to get toys for us collectors. But I think a store that has more stores out there than Macy's would be more beneficial to TRU's comeback if this initial return proves successful and they want to expand into more stores.

IceConvoy

They were previously partnered with Target beginning back in late 2019. Similarly to how this Macy’s deal sounds, listings on TRU.com would redirect to Target.com for purchases and Target had been carrying TRU brands in store.

Guess that didn’t work out. Hard to imagine the partnership with Macy’s going any better.

Honestly, I think this IS a better deal, because Target really didn't have anything to gain from TRU's help. Target is already known as a place to get toys from, and adding the TRU name to that really doesn't change anything.

Macy's, on the other hand, has a toy section, but pretty much NO ONE would go to Macy's looking for toys, as is. Add the Toys R Us name to it, though, and people may go to Macy's expecting a boost in their toy offerings. TRU has to step up and offer something worth having, of course.

This is by no means a sure thing. But it's one of the better ideas I've heard tried since 2018.

TFXProtector

Anchoring yourself to a retailer that's having trouble keeping its doors open seems like a terrible idea. I'm surprised they didn't try and strike up a deal with Target or Walmart. Macy's? Really? Yikes.

They were previously partnered with Target beginning back in late 2019. Similarly to how this Macy’s deal sounds, listings on TRU.com would redirect to Target.com for purchases and Target had been carrying TRU brands in store.

Guess that didn’t work out. Hard to imagine the partnership with Macy’s going any better.

GizmoTron

Because why in the hell would Target or Walmart ever want or need to do business with TRU?

Walmart wouldn't bother with TRU. Target might put up the TRU logo/banners in their toy section, since they like to do the little partnership thing with Apple and whoever. TRU partnering with Macy's is worth a shot. The new TRU is a LONG way from opening its own stand-alone stores so dealing with an existing retailer makes sense. But there aren't many that need TRU, or most of those that could benefit from a deal with them don't have the capability to do so right now. Sears/Kmart is nearly gone, Penny's isn't in great shape. I'm not sure how Dillards is doing, and Gamestop is just kinda there (I know they do carry some toys). I guess Best Buy is still a possibility since they still exist and have a few toys.

+-MWG-+

Anchoring yourself to a retailer that's having trouble keeping its doors open seems like a terrible idea. I'm surprised they didn't try and strike up a deal with Target or Walmart. Macy's? Really? Yikes.

Sounds great… but it will probably just be more borrowed hope and broken dreams.  

Toys 'R' Us is back … again – CNN

Toys "R" Us is getting another lease on life thanks to Macy's.

The two companies are partnering to sell toys on Macy's (M) website. The brands are also opening Toys "R" Us shop-in-shops at 400 department stores next year.
It's the second attempt to revitalize the Toys "R" Us brand within three years. This relaunch is new owner WHP Global's first significant strategy shift for the toy store. The New York-based brand management company bought the storied retailer in March with plans to build a "global network and digital platform" for Toys "R" Us.

For Macy's, using the recognizable name could grow its toy business to compete against Target (TGT) and Walmart (WMT). The department store said its toys sales has grown "exponentially" in the past year as parents try to entertain their homebound kids during the pandemic.

"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," said Nata Dvir, Macy's chief merchandising officer, in a press release.

WHP Global bought Toys "R" Us from Tru Kids Inc., which bought the failed brand in a 2018 liquidation sale. Tru Kids had big plans to open about a dozen standalone stores across US malls, but only opened two in New Jersey and Texas. Both later closed with the company blaming Covid-19.
The store-within-a-store concept has been growing in popularity, with big chains like Target and Nordstrom looking for ways to keep shoppers coming back to their stores. Target is opening mini Apple shops and Ulta makeup shops at dozens of its locations and Kohl's has partnered with Sephora to open 70 shops.

Thundershot

Reminds me of when KB had toys in Sears..

And then KMart bought the bankrupt Sears to dig itself out of bankruptcy somehow…?

I hope they come back. Even if the prices are higher than other places, it's still going to be better than aftermarket prices. The more options the better, at least for me.

The existing toy "section" at our local Macy's are on free standing tables and shelves in the middle of walkways. They are typically 90%+ LEGO.