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Your CNN account Log in to your CNN account 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. 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. Both later closed with the company blaming Covid-19. Tru Kids had big plans to open about a dozen standalone stores across US malls, but only opened two in New Jersey and Texas. WHP Global bought Toys “R” Us from Tru Kids Inc., which bought the failed brand in a 2018 liquidation sale. “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. 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.

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.įor Macy’s, using the recognizable name could grow its toy business to compete against Target This relaunch is new owner WHP Global’s first significant strategy shift for the toy store.

It’s the second attempt to revitalize the Toys “R” Us brand within three years. The brands are also opening Toys “R” Us shop-in-shops at 400 department stores next year. The two companies are partnering to sell toys on Macy’s Toys “R” Us is getting another lease on life thanks to Macy’s.

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