The nostalgic echo of “I don’t wanna grow up, I’m a Toys R Us kid” still rings in the ears of many, even after the beloved toy retailer’s initial demise. Since its bankruptcy filing in 2017 and subsequent liquidation, rumors of a Toys R Us resurrection have been swirling. In 2021, these whispers became a roar, fueled by new ownership and strategic partnerships. But is Toys R Us truly back, and if so, what does this new iteration look like? Let’s delve into the details.
The Rise and Fall: A Quick Toys R Us History
To understand the significance of a potential comeback, it’s crucial to remember Toys R Us’s iconic past. Founded in 1948 by Charles Lazarus, it quickly became the dominant force in the toy retail landscape. The store was a magical wonderland for children, a seemingly endless aisle of possibilities where dreams came to life. For parents, it was a convenient one-stop shop for birthday gifts, holiday presents, and everything in between.
However, the rise of e-commerce, particularly Amazon, presented a formidable challenge. Toys R Us struggled to adapt to the changing retail landscape, burdened by debt and unable to compete with the online giant’s pricing and convenience. This, coupled with strategic missteps, ultimately led to its downfall. The closure of Toys R Us stores across the nation left a gaping hole in the retail world and a wave of nostalgia.
The Rebirth: TRU Kids and the First Attempts
Following the liquidation, TRU Kids Brands emerged as the new owner of the Toys R Us intellectual property. The initial plan was to revive the brand with a focus on smaller, experiential stores. In 2019, two such stores opened, attempting to offer a more interactive and engaging shopping experience. These stores featured play areas, demonstration zones, and a curated selection of toys.
However, this attempt was short-lived. In January 2021, TRU Kids Brands filed for bankruptcy again, citing the impact of the COVID-19 pandemic. The two flagship stores closed, leaving the future of Toys R Us uncertain once more. It seemed like the dream of a true comeback was fading fast.
WHP Global and the New Strategy: A Second Chance
But the story doesn’t end there. In March 2021, WHP Global, a brand management firm, acquired the Toys R Us brand. This marked a new chapter in the Toys R Us saga. WHP Global’s strategy differed significantly from the previous attempts. Instead of focusing solely on brick-and-mortar stores, they aimed for a more omnichannel approach, leveraging online sales, partnerships, and strategic store locations.
WHP Global understood that the retail landscape had changed dramatically and that a simple replication of the old Toys R Us model wouldn’t work. They recognized the need to embrace e-commerce and create a seamless shopping experience across all channels. Their vision was to bring the Toys R Us brand back to life in a way that resonated with today’s consumers.
The Macy’s Partnership: A Store-Within-A-Store Concept
A key element of WHP Global’s strategy was a partnership with Macy’s. In August 2021, the two companies announced a plan to open Toys R Us shops inside Macy’s department stores across the United States. This was a strategic move, leveraging Macy’s existing retail footprint and customer base.
The Toys R Us shops within Macy’s offer a curated selection of toys, including popular brands and exclusive items. They also feature demonstration areas and opportunities for children to interact with the toys. The goal is to recreate the magic of the original Toys R Us experience within the familiar setting of Macy’s.
The rollout of these store-within-a-store concepts has been gradual but significant. By the end of 2022, hundreds of Macy’s locations had a dedicated Toys R Us section, signaling a substantial return to physical retail. This partnership allows Toys R Us to reach a wide audience without the significant investment and risk associated with opening standalone stores. The partnership with Macy’s became a cornerstone of the revived Toys R Us presence.
The Online Presence: Revamping the Digital Experience
Recognizing the importance of e-commerce, WHP Global also invested heavily in revamping the Toys R Us website. The new website offers a wide selection of toys and games, along with user-friendly navigation and a streamlined checkout process.
The online platform is designed to complement the in-store experience, providing customers with a convenient way to browse and purchase products. The revived online presence aims to capture a larger share of the online toy market and cater to the growing number of consumers who prefer to shop online.
International Expansion: Reclaiming Global Footprint
While the focus has been primarily on the US market, WHP Global also has plans for international expansion. Toys R Us still maintains a presence in some international markets, and WHP Global aims to strengthen its position in these regions and explore new opportunities for growth.
This includes expanding the brand’s reach through partnerships with local retailers and distributors. The goal is to reestablish Toys R Us as a global leader in the toy retail industry.
So, Is Toys R Us Really Back? The Verdict
Yes, Toys R Us is indeed back, but not in the same form as before. It’s a reimagined version, adapted to the modern retail landscape. The partnership with Macy’s has brought the brand back to physical retail, while the revamped online presence caters to the growing number of online shoppers.
While standalone stores are not the primary focus, the store-within-a-store concept allows Toys R Us to leverage Macy’s existing infrastructure and customer base. This approach minimizes risk and maximizes reach.
The key takeaway is that Toys R Us has evolved. It’s not simply a nostalgic comeback, but a strategic reinvention designed to thrive in the current market.
What to Expect from the New Toys R Us
The new Toys R Us offers a blend of the familiar and the new. You can expect to find a wide selection of toys and games, including popular brands like Lego, Barbie, and Hasbro. The in-store experience is designed to be interactive and engaging, with demonstration areas and opportunities for children to play with the toys.
Online, you’ll find a user-friendly website with a vast catalog of products and convenient shopping options. The focus is on creating a seamless and enjoyable shopping experience across all channels.
Here’s a summary of what to expect:
- A curated selection of toys and games.
- Interactive in-store experiences at Macy’s locations.
- A revamped online shopping platform.
- Potential for future international expansion.
- A focus on customer experience and engagement.
The Future of Toys R Us: Challenges and Opportunities
While the comeback of Toys R Us is a positive development, the journey is not without its challenges. The retail landscape remains highly competitive, and Toys R Us must continue to innovate and adapt to stay ahead of the curve.
One of the biggest challenges is competing with online retailers like Amazon, which offer a vast selection of products and competitive prices. Toys R Us must find ways to differentiate itself and offer unique value propositions to attract customers.
However, there are also significant opportunities. The toy market is constantly evolving, with new trends and innovations emerging all the time. Toys R Us can capitalize on these trends by offering the latest and greatest toys and games.
Furthermore, the brand has a strong emotional connection with consumers. Many adults have fond memories of shopping at Toys R Us as children, and they are eager to share that experience with their own kids.
The future of Toys R Us hinges on its ability to leverage its brand equity, adapt to the changing retail landscape, and provide a compelling shopping experience that resonates with today’s consumers. The new business model, while different from the previous iteration, aims to address the challenges that led to its initial downfall. The partnership with Macy’s, the focus on online sales, and the international expansion plans all contribute to a more sustainable and diversified business strategy. Whether it can reclaim its former glory remains to be seen, but the comeback is undoubtedly underway.
Is Toys R Us reopening stores in 2021?
Yes, Toys R Us did make a comeback in 2021, but not in the traditional brick-and-mortar sense as many remember. The brand was acquired by WHP Global, and they’ve taken a different approach to re-establishing the retailer. Instead of large standalone stores, they focused on opening locations within Macy’s department stores across the United States.
These Toys R Us “store-within-a-store” concepts aim to recapture the nostalgia of the brand while leveraging the existing infrastructure and customer base of Macy’s. The goal is to provide a more convenient and integrated shopping experience for customers, combining the toy selection with the broader offerings of a department store.
How many Toys R Us locations opened in Macy’s in 2021?
While not every Macy’s store received a Toys R Us section in 2021, a significant number did. Initially, the plan was to open Toys R Us sections in over 400 Macy’s locations by the end of the year. This rollout represented a substantial effort to re-establish the Toys R Us brand across the country.
The exact number of stores that opened specifically in 2021 might have varied slightly due to logistical challenges, but the vast majority of the planned locations were indeed operational by the end of that year. This expansion allowed a wide range of customers to access Toys R Us products within their local Macy’s stores.
What type of experience can I expect at a Toys R Us inside Macy’s?
The Toys R Us experience within Macy’s aims to be a blend of traditional toy shopping and modern convenience. Expect to find a curated selection of popular toys, games, and educational products from various brands, catering to different age groups. There is a focus on creating a fun and engaging environment for children and families.
Beyond the toy selection, some locations may also include interactive displays, play areas, and even visits from Geoffrey the Giraffe, the iconic Toys R Us mascot. The overall goal is to recreate some of the magic and excitement associated with the original Toys R Us stores, but within the context of a department store setting.
Is the Toys R Us website back up and running?
Yes, the Toys R Us website has been relaunched under the ownership of WHP Global. The website serves as a central hub for online shopping, providing customers with access to a wide range of toys, games, and other products. It complements the in-store locations within Macy’s, offering an alternative shopping channel for those who prefer to browse and purchase online.
The website typically features product details, customer reviews, and secure online ordering. It aims to provide a user-friendly experience, allowing customers to easily find the toys they’re looking for and have them shipped directly to their homes. The website is an integral part of the Toys R Us comeback strategy.
Does Toys R Us still offer the same brands as before?
While the selection may not be exactly identical to what was available before the bankruptcy, Toys R Us still carries many of the popular toy brands that customers know and love. You can expect to find products from companies like Mattel, Hasbro, LEGO, and others, catering to a wide range of interests and age groups.
Additionally, Toys R Us also introduces new and emerging brands to its selection, keeping the offerings fresh and exciting. The focus is on curating a collection of toys that are both classic and innovative, ensuring there’s something for everyone who visits a Toys R Us location or shops online.
What happened to the original Toys R Us stores that closed down?
The original Toys R Us stores that closed down as a result of the company’s bankruptcy in 2017 and 2018 remained closed. The bankruptcy proceedings led to the liquidation of the company’s assets, including its physical store locations. These locations were often taken over by other retailers or repurposed for different uses.
The resurgence of the Toys R Us brand under WHP Global represents a new chapter, focusing on a different retail model. The “store-within-a-store” concept within Macy’s allows the brand to re-establish its presence without the significant overhead and risks associated with maintaining large standalone stores.
Who owns Toys R Us now?
Toys R Us is currently owned by WHP Global, a brand management firm. WHP Global acquired the Toys R Us brand in 2021, marking the beginning of a new era for the iconic toy retailer. Their focus is on revitalizing and expanding the brand through strategic partnerships and innovative retail concepts.
WHP Global’s strategy involves leveraging the existing brand recognition of Toys R Us while adapting to the changing retail landscape. The partnership with Macy’s is a key component of this strategy, allowing Toys R Us to reach a wide audience and re-establish its position as a leading toy retailer.