![]() This division will use Geoffrey to anchor a content lineup that has already started rolling out on YouTube. Tying it all together is a new content arm called Toys “R” Us Studios, which Miller also heads up. Throughout the year, all US Toys “R” Us locations will install benches where kids can take pictures with the character, along with play tables for trying out the hottest toys of the year. Later in the year, Geoffrey’s birthday celebrations will feature nine days of sales and in-store events before the holiday season. The experiential plans kick off in June with Geoffrey’s Tour Across America, which will see a Geoffrey Mobile tour bus travel to flagship Macy’s locations to deliver interactive experiences, giveaways and exclusive products. Miller says Geoffrey has enough resonance with consumers to carry the retailer’s resurgence from bricks and mortar into experiential events and even TV. And headlining the expansion charge is none other than Geoffrey the Giraffe, the retail brand’s mascot for more than 50 years. Today, Toys “R” Us operates more than 1,400 stores in 30-plus countries, including 500 that opened in 2022. There was a need for us to return and bring this iconic store into a new era.” “Our connection with the consumer was always very strong, and nobody took over the white space. “I love a good comeback story,” says TRU’s global chief marketing officer, Kim Miller. These in-store shops range from 1,000 to 10,000 square feet, with flagship locations in San Francisco, New York, Atlanta, Chicago and Miami. Last June, WHP made a deal with American retailer Macy’s to incorporate the Toys “R” Us brand in more than 400 of its US locations in time for the holiday season. And unexpectedly, it was a department store that helped bring the brand back to life. TRU initially held onto brand assets in hopes of a revival, but it wasn’t until its acquisition in 2021 by holding company WHP Global that Toys “R” Us began to stage a resurgence. Amidst the chaos, parent company TRU shuttered more than 800 stores in the US and UK, and eliminated 30,000-plus jobs worldwide within a year. The toy store was founded by Charles Lazarus more than 70 years ago and went on to become one of the most globally recognized chains in the toy category.The world was shocked when iconic retailer Toys “R” Us crumbled into bankruptcy protection in September 2017. ![]() “We hope Toys ‘R’ Us kids of all ages discover the joy of exploration and play within our shops and families create special memories together.” “Macy’s cannot wait to bring the Toys ‘R’ Us experience to life in our stores,” said Nata Dvir, Macy’s chief merchandising officer. The toy retailer tried to come back in 2019 and reopened two stores - one in Houston and the other in New Jersey - but those locations were ultimately closed as well in January 2021.Ĭurrently, Toys ‘R’ Us is available to shop online with categories for different age groups for kids. closed in 2018 and the company liquidated most of its assets. Nearly all Toys ‘R’ Us locations in the U.S. ![]() (Photo by Eugene Gologursky/Getty Images for Macy's, Inc. JERSEY CITY, NEW JERSEY - JULY 11: A view of Macy's Toys "R" Us on Jin Jersey City, New Jersey.
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