US-based department store chain Macy’s and WHP Global have expanded their partnership to bring the Toys’R’Us brand to more customers in the US.

From later this month, the partners will open a dedicated Toys’R’Us store at every Macy’s store in the country.

The partners will continue to roll out the brand until 15 October, after which all Macy’s stores will host nine days of in-store events until 23 October to celebrate the openings.

The in-store shops will range in size from 1,000ft² to 10,000ft² in flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco.

Their sizes may be expanded by 500ft² to 3,000ft² during the Christmas period to house a wider assortment of products.

The Toys’R’Us stores will enable customers to interact with various toy assortments, as well as feature a life-size ‘Geoffrey on a Bench’ photo opportunity for families.

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Macy’s chief merchandising officer Nata Dvir said: “Macy’s cannot wait to bring the Toys’R’Us experience to life in our stores.

“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.

“The customer response to our partnership with Toys’R’Us has been incredible and our toy business has seen tremendous growth.”

Macy’s and WHP’s partnership started in August last year when they began offering an assortment of Toys’R’Us products online exclusively at Macy’s and Toys’R’Us’ websites.

In its earnings update for the first quarter of 2022, Macy’s reported that its toy sales were 15 times higher than they were before its partnership with Toys’R’Us.

Founded in 1957, Toys’R’Us operates 900 branded stores and e-commerce businesses in more than 25 countries.

The brand was acquired by asset management firm WHP Global in March last year.