I toured one of the new Toys 'R' Us revival stores at Macy's. It's a kid's paradise full of giant Lego displays and Nerf games — see inside

  • Macy's is on track to launch more than 400 Toys 'R' Us locations in its US department stores.

  • The partnership is the revival the toy retailer has desperately needed since going bankrupt in 2017.

  • The store was the perfect mix of nostalgic and up-to-date, and it made me want to be a kid again.

This holiday season, Macy's launched over 400 in-store Toys 'R' Us shops in select locations across the country in an effort to expand the toy portion of its business.

Macy's
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For Toys ‘R’ Us, the newly formed partnership is a second chance at a comeback. After failing to refinance its mounting debt in 2017, the company was forced to shutter its over 700 locations for good.

toys r us
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I decided to check out the revival store to see if the collaboration has what it takes for Toys 'R' Us to be able to reclaim its toy-store throne.

Toys 'R' Us
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To get the full experience, I went to the Herald Square Macy's flagship store in New York City, which is the site of the largest Toys 'R' Us shop, spanning 14,000 square feet.

The Macy's building.
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Source: Forbes

Once I entered the building, it wasn't hard to find signs pointing me in the right direction.

The Toy's 'R' Us giraffe.
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I took the elevators embossed with the Toys 'R' Us logo up to the seventh floor.

The Toy's 'R' Us elevator doors inside Macy's.
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The entrance, which was in the women's-clothing section, was hard to miss.

Ann Matica in front of the Toy's 'R' Us entrance.
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The store layout is cleverly designed so that shoppers have to walk through Macy's children's clothing section before reaching the toy store.

Children's sports section.
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Children's outfits ranging from sports jerseys to winter coats were on display.

Kids winter coats.
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I also passed an in-store Carvel ice cream shop…

A Carvel location inside Macy's.
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…and an Auntie Anne's pretzel shop.

A Auntie Anne's location inside Macy's.
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After walking through the clothing section, I finally came across more signs reassuring me that I was headed in the right direction.

Toys 'R' Us direction signs.
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A brightly lit Toys 'R' Us sign glowed overhead.

The Toys 'R' Us glowing sign.
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I recognized a statue of the Toys 'R' Us mascot, Geoffrey the Giraffe. I hadn't seen an image of Geoffrey since my childhood.

A giraffe statue.
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From my first steps into the toy section, I could already tell it was designed to be a kid's paradise.

Spiderman statue.
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There were shelves stacked high with Spiderman and Thor figurines from the Marvel franchise.

The Marvel section.
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Also available for purchase were wands and stuffed-animal owls from the 'Harry Potter' series.

The Harry Potter section.
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The 'Star Wars' area featured Boba Fett helmets and lightsabers.

The Star Wars section.
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I thought the Baby Yoda dolls were particularly cute to look at.

Baby yoda.
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The store had a large collection of Legos, including a human-sized Statue of Liberty...

The Statue of Liberty made out of Legos.
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…and a replica of the annual Macy's Thanksgiving Day parade…

The Macy's Thanksgiving Day Parade made out of Legos.
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…complete with the turkey float.

Macy's Thanksgiving Day Parade turkey float made out of Legos.
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While the displays were off limits, there were Lego play stations close by for kids to enjoy.

Big lego blocks play station.
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There was also no shortage of stuffed animals on the premises.

The stuffed animal section.
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I came across a giant tiger, a llama, and a brown bear enjoying each other's company.

Giant stuffed animal llama and brown bear.
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Some large statues of popular children's TV show characters, like this one of Thomas the Tank Engine, offered parents the perfect place for a quick photoshoot with their kids.

Thomas the Tank Engine and a friend.
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There was also a 'Paw Patrol' display that was a perfect prop for a photo opp.

Paw Patrol sign.
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Like the original Toys 'R' Us stores I grew up going to, this one had toys for a wide range of age groups...

The Peppa pig section.
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... although many of the toys for sale didn't exist when I was a kid, such as these LOL Surprise! Dolls.

The surprise toy section.
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There's also a large play structure for kids inside the Toys 'R' Us store.

The Toy's 'R' Us play area.
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The area is called 'Geoffrey's Playground' and was complete with a bright yellow taxicab with Geoffrey himself sitting in the passenger's seat.

A yellow play taxi cab.
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A traffic light and a sign warned shoppers that there were 'kids at play' in the area.

A "kids at play" sign.
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There were also large craft tables for children and parents to play with toys like Play-Doh or Mr. Potato Head.

An orange play table.
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A kinetic sand station was set up close by, too.

The kinetic sand station.
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Older children can stop by the Nerf tent and participate in an aiming game.

Nerf tent
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The outdoor-play area had all the usual recreational toys, like skateboards and Razor scooters.

The outdoor toy section.
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I was taken off-guard by the hoverboard section close by, which made me realize how much children's toys have changed since I was a kid.

The hover bored section.
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Even the Barbie Dreamhouse I remember longing for as a child has been upgraded.

Barbie dream house display.
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The house now features a water slide and an outdoor pool.

The Barbie dream house.
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As children ran around the store enthusiastically, some parents took a moment to relax.

A bench with a giraffe statue sitting n it.
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The checkout line was relatively fast, even though just one employee was ringing customers up while I was there.

Checkout desk.
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On my way out of the store, I saw a sign that perfectly summed up my experience at the revival store. It was the iconic jingle: 'I don't want to grow up. I'm a Toys 'R' Us kid!'

A sign that says, "I don't wan't to grow up. I'm a Toys 'R' Us kid."
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The Macy's collaboration nailed its mission to appeal to a new young customer base by offering a vast selection of toys and large play areas to keep them entertained. It also satisfied the nostalgic feeling for adults of walking into a Toys 'R' Us that I hadn't even realized I'd been missing.

Macy's entrance.
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As I left the store, my only complaint was that I wasn't able to travel back in time so that my kid self could have enjoyed it too.

Toy's 'R' Us billboard.
Ann Matica

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