Macy's Prepares For Toys R Us 'Shop-In-Shop' At Ocean County Mall

TOMS RIVER, NJ — When Toys R Us shut down in 2017, there were lots of parents who were sad to see the beloved toy store shut down.

Earlier this year, however, Macy's and Toys R Us announced a partnership that would bring the toy store brand back, albeit in a different way, as part of 400 Macy's stores across the country.

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While the shops-in-shops officially launch in 2022, there are signs promoting the partnership popping up at Macy's now, including the store at the Ocean County Mall in Toms River.

Think of it as a sneak preview of what's to come, as a small selection of toys was available in the store Tuesday evening. Signs say the Toys R Us store-within-a-store will have a larger presence on the second floor of the Macy's.

"As announced previously, there will be over 400 Toys R Us shop-in-shops at Macy's stores in 2022," said Carolyn Ng Cohen, director of external communications for Macy's. "While Toys 'R' Us branding including Geoffrey the Giraffe have started to appear in our Macy’s stores, the shops themselves will not launch until 2022."

The partnership was announced in August as a venture between Macy's, Inc., and WHP Global, which bought a controlling interest in Tru Kids, the parent company of Toys R Us, earlier this year, CNBC reported.

"As a Toys R Us kid, I could not be more excited to bring this beloved brand that so many of our customers know and love into Macy’s online and to our stores across America," Nata Dvir, Macy’s chief merchandising officer, said during the August announcement. "Toys R Us is a globally recognized leader in children’s toys and our partnership allows Macy’s to significantly expand our footprint in that category, while creating more occasions for customers to shop with us across their lifestyles."

"Our partnership with Macy’s marks the greatly anticipated return of Toys R Us in the USA, and changes the retail landscape by combining two beloved retail brands together for consumers across the nation in a completely innovative way," Yehuda Shmidman, chairman & CEO of WHP Global and Toys R Us, said in August.

Macy's is selling toys under the Toys R Us branding on its website now. Toys R Us also is opening a flagship store at the American Dream mall in mid-December. Read more: Toys R Us Flagship Store Coming To New Jersey's American Dream

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