What: Macy’s plans to bring a Toys”R”Us shop into all American locations in time for the holiday shopping season.

Why it is important: Macy’s exclusive online distribution partnership with Toys”R”Us is moving in-stores due to record sales of toys being 15 times higher than in the pre-partnership period.

Beginning late July and rolling out through October 15th, the in-store shops will range from 1,000 sq. feet and span up to 10,000 sq. feet in flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. The footprint of stores may increase an additional 500 to 3,000 sq. feet during the holiday season to offer an even wider assortment of products. Opening celebrations will feature in-store events that will include family-friendly activities and daily giveaways.

Toys represent a growth category for Macy’s stores. Macy’s plans to use the opportunity to lure in millennial parents and others with attachment to the Toys R Us brand, who might then shop other departments at Macy’s.

Macy’s Toys”R”Us shop-in-shops - Source 1

Macy’s Toys”R”Us shop-in-shops - Source 2