Growing up in the ’80s with three siblings meant toys were a rare treat, often saved for birthdays or Christmas. We made do with hand-me-downs and neighborhood freebies, sharing everything since we were a family of six living on a single military income. Yet, I wouldn’t trade those imaginative days—like using my tricycle as a makeshift ice cream maker—for anything.
However, nothing could compare to the thrill of pulling up to the glowing Toys ‘R’ Us sign during my childhood. My parents would keep our trips a secret to heighten the excitement, and although these adventures were few, they were unforgettable. I vividly recall one evening, weeks before Christmas, when we passed Toys ‘R’ Us. It sparkled with magic, and even though we didn’t go inside, my parents assured us Santa would stop there before visiting our home. That year, I got my cherished Peaches-N-Cream Barbie—a memory I still treasure.
Fast forward to adulthood, I found myself managing a store during the bustling Black Friday rush. The line at our local Toys ‘R’ Us stretched far beyond the parking lot, all for the coveted Tickle Me Elmo. It was a nostalgic moment, reminding me of my childhood hopes to find my favorite toys on the shelves.
Now, for those longing for the charm of Toys ‘R’ Us, there’s fantastic news: the beloved store is making a comeback just in time for the holidays.
As reported by various outlets, including CBS, last year’s surge in toy sales has set the stage for this relaunch. After filing for bankruptcy in 2017, brand management company WHP Global has acquired a controlling stake in the parent company of Toys ‘R’ Us. CEO Yehuda Shmidman has ambitious plans to introduce a variety of store formats across the U.S., aiming for pop-ups, smaller stores, flagship locations, and even airport outlets.
Curious about where to find the new Toys ‘R’ Us? Next year, over 400 Macy’s locations will feature their merchandise, which is already available online. Additionally, select Disney Stores within Target will also carry Toys ‘R’ Us products.
Kids2, the parent company of Baby Einstein and Bright Starts, expressed excitement about the revival. CEO Ryan Gunnigle noted that the original Toys ‘R’ Us was an essential part of their business, and he looks forward to this partnership with Macy’s, blending two iconic brands.
This news is invigorating, offering a sense of joy for both children and adults alike. After all, who doesn’t want to hold onto that inner child and remain a Toys ‘R’ Us kid at heart?
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In summary, Toys ‘R’ Us is making a much-anticipated return, bringing nostalgia and excitement back to toy shopping, just in time for the holiday season.