Growing up in the ’80s with three siblings, my childhood was filled with memories of scarce toy purchases. We relied on hand-me-downs and the generosity of neighbors, sharing everything among our family of six living on a single military salary. I wouldn’t trade my imaginative play—like turning my tricycle into an ice cream maker or using a rock as a pretend stove—for anything. Yet, nothing compared to the thrill of seeing the Toys ‘R’ Us sign light up in the distance. My parents would keep our trips to the store a secret, making those visits feel like rare treasures.
I vividly remember one evening driving past Toys ‘R’ Us just before Christmas. The store sparkled with holiday magic, and my parents hinted that Santa would stop there before delivering gifts to us. That year, I unwrapped my beloved Peaches-N-Cream Barbie, making it an unforgettable Christmas.
Fast forward to adulthood, I found myself managing a store, preparing for the Black Friday rush during the late ’90s. The excitement surrounding the limited Tickle Me Elmo at Toys ‘R’ Us was palpable. Those childhood memories flooded back, reminding me of the joy and anticipation that came with visiting the store.
For those who share my nostalgia or simply miss shopping at Toys ‘R’ Us, there’s great news: the brand is relaunching in select locations just in time for the holidays.
As reported by various sources, toy sales surged last year, making it an opportune moment for Toys ‘R’ Us to make a comeback after filing for bankruptcy in 2017. WHP Global, a brand management company, has acquired a controlling interest in the parent company of Toys ‘R’ Us. CEO Yehuda Shmidman has announced plans for the revival to include a variety of store formats across the U.S., including pop-up shops, mini stores, flagship locations, and even airport outlets.
You’ll soon find Toys ‘R’ Us merchandise in over 400 Macy’s locations across the U.S. next year, with some items already available online. Additionally, select Disney Stores in partnership with Target will carry Toys ‘R’ Us products.
In a conversation with Ryan Gunnigle, CEO of Kids2—a leading company in the toy sector—he expressed optimism about the reinvention of Toys ‘R’ Us. He acknowledged the significance of the partnership with Macy’s in meeting consumer needs, especially as retail landscapes evolve.
This news is exciting and brings a sense of cheer for both children and adults alike. After all, who doesn’t want to hold onto the spirit of being a kid forever?
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In summary, the return of Toys ‘R’ Us is a nostalgic revival that many are eagerly anticipating. With new store formats and a partnership with Macy’s, the beloved toy retailer is set to bring joy back to countless families this holiday season.
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