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Toys R Us Shop at Macy's Takes Shape


Following news over the summer that WHP Global’s Toys R Us would make its return to the mainstream by way of Macy’s, the partners have prepared holiday efforts both online and in stores at all of the retailer's U.S. locations.

To kick off the season, Macy’s and Toys R Us revealed Geoffrey’s 2022 Hot Toy List, which this year features items from iconic brands including Barbie, Fisher-Price, LEGO, Disney, Pokemon, and Hot Wheels. Geoffrey’s curated list also includes an exclusive limited-edition Funko POP! holiday Geoffrey figure wrapped up in a holiday Macy’s sweater, as well as a selection of popular brands created by Toys R Us, including You & Me, Just Like Home and Imaginarium.

a sign above a store

Already rolling out, Toys R Us shops will officially open at all Macy’s stores nationwide by Oct. 15, according to a news release. Many toys are already available now, and will remain available through the holidays, in-store and online at, the Macy’s mobile app and

The branded shops will comprise colored fixtures showcasing top toy brands and play patterns as well as hands-on demonstration tables for customers to interact with various toy assortments. The shops will also feature a life-size “Geoffrey on a Bench,” offering a photo opportunity for shoppers.

The Toys R Us-branded shops range in size from 1,000 square feet to 10,000 square feet in flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco.

To celebrate the grand opening, all Macy’s stores will host nine days of in-store events, from Oct. 15-23, and will include activities and daily giveaways from top toy brands.

Additionally, Toys R Us will run a sweepstakes in the U.S. from Sept. 26 and ending on Oct. 6 that awards items from Geoffrey’s toy list. Participants enter by interacting with the Toys R Us Hot Toy posts via the its Instagram page.

Macy’s has already created a dedicated hub for “Geoffrey’s Hot Toys List” within its website, listing products, categories and filtered options to simplify holiday shopping.

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