Toys 'R' Us is coming back to Houston, this time in Macy's

The in-store shops will include "playful colored features" and "hands-on demonstration tables for customers to interact with various toy assortments." They'll also feature a life-sized version of Geoffrey the Giraffe, the beloved Toys 'R' Us mascot, chilling on a bench. 

It's not the first time the once-dominant toy chain has attempted to stage a comeback since its demise four years ago. In 2019, the retailer revived its website and opened two physical stores in Houston and Paramus, N.J., according to the Washington Post. However, the reopening was foiled by the COVID-19 pandemic and the two locations ultimately closed in January 2021. 

WHP Global, a brand management company, acquired the Toys 'R' Us brand in March 2021 and months later embarked on an e-commerce partnership with Macy's in August, through which Toys R Us products were exclusively offered on the department store's website. The partnership reportedly resulted in increased sales for Macy's and spurred the brand's forthcoming revival attempt. 

"Macy's cannot wait to bring the Toys R Us experience to life in our stores," said Nata Dvir, Macy's chief merchandising officer, in a statement. "We hope Toys R Us kids of all ages discover the joy of exploration and play within our shops and families create special memories together. The customer response to our partnership with Toys R Us have been incredible and our toy business has seen tremendous growth."