Iconic Toys “R” Us returns to New Jersey with multiple stores


Geoffrey Giraffe and Toys “R” Us return to the Garden State.

The Toys “R” Us brand owner is partnering with Macy’s to open toy stores in all Macy’s stores in America.

“Macy’s is looking forward to bringing the Toys ‘R’ Us experience to life in our stores,” said Nata Dvir, director of merchandising at Macy’s.

There are 24 Macy’s locations in New Jersey and all will have a Toys “R” Us inside.

In smaller Macy’s stores, toy stores are only about 1,000 square feet. In larger stores, such as Macy’s flagship store in New York, Toys “R” Us stores can reach 10,000 square feet.

Company officials say all toy stores will get bigger during the holidays.

In a statement announcing the partnership, Macy’s promises the Toys ‘R’ Us brand will “come to life in-store with playful, colorful fixtures as well as handy demonstration tables” so kids (and adults) can try out the latest toys. Each location will also have a life-size “Geoffrey on a Bench” for family photos.

In 2018, beloved Toys “R” Us announced that it close or sell all their stores.

They sold their former world headquarters to Wayne in 2019.

The brand was purchased by Tru Kids Brands in 2019. Efforts to revive the brand never really took off until WHP Global acquired a majority stake in Tru Kids and initiated the partnership with Macy’s.

Stores are expected to start opening at the end of July, with all open by mid-October.

To celebrate the openings, all Macy’s stores will host nine days of in-store events, October 15-23, which will include family activities and daily giveaways from brands like Barbie®, LEGO® and more.

Eric Scott is the senior policy director and anchor of New Jersey 101.5. You can reach him at [email protected]

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