2022-12-31 by crow
A Phoenix/Giraffe Rises from the Ashes
I recently visited Chicago, and as I was exploring the city I came across a site I didn’t expect to see:
None other than an advertisement for Toys “R” Us (which I will hereafter refer to as Toys R Us because the official quotes around the “R” are annoying to type), which was a store and brand whose physical presence I thought was largely lost to time.
For those unaware of Toys R Us was a major toy retailer and a favorite shopping location of all kids growing up in the 1980s and 1990s, due to its endless rows of toys of all kinds. If there was a mass-produced toy in existence, Toys R Us was bound to have it.
The chain eventually went through bankruptcy. While I was aware that the web presence for Toys R Us had been operating in various forms post-bankruptcy, I had no idea that there was a physical resurrection in the cards.
It turns out that Macy’s has been planning to use the Toys R Us brand to promote its own toy sales. Although Macy’s proudly trumpets the synergies this co-branding will provide, I’m skeptical of the long term prospects for Macy’s (and by extension now Toys R Us) as a whole.
And thus, I decided it would be worthwhile to document this latest Toys R Us iteration for posterity, capturing it in digital amber for future examination.
Locating Geoffrey the Giraffe
This particular Toys R Us incarnation was housed within Macy’s State Street Location in Chicago.
Upon entering Macy’s, several signs point fellow nostalgia seekers towards the bounty of toys held within, like this one in front of an escalator:
Upon arriving at the 5th floor, eager shoppers are greeted by none other than Geoffrey the Giraffe himself:
And with that, we’re in the new Toys R Us experience.
The “Modern” Toy Store Layout
In their press release, Macy’s promises an “unmatched toy experience”. Let’s see if they deliver.
The layout itself is very similar to a normal Macy’s store. Decently wide aisleways are lined with merchandise organized by category, and neatly arranged on shelves. Here we have the central throughway:
There are some displays that jut into various aisles, but the toys are largely on very colorfully painted shelves:
As compared to my recollection of the original Toys R Us, the amount of toys is rather modest, although cleanly organized:
Branding and “Attractions”
In addition to the toys themselves, the space had a lot of branding, as well as mini “attractions” to draw in the curious shopper:
A Thin “Toys R Us” Veneer
Overall the space was pretty well decorated, and as a flagship location is likely to represent one of the best examples of the new Toys R Us. That being said, there were some oddities that one would notice if inspecting further:
So overall I think the space can be best described as a Macy’s toy section with a “Toys R Us” coat of paint. It doesn’t completely live up to the Toys R Us of the past, but then again does anything compare with the nostalgia of days gone by?
Our Everchanging World
Upon exiting the store, I noticed this plaque on the corner of the Macy’s store:
This particular Macy’s store is located within the Marshall Field and Company Building, a historic building that used to house the Marshall Field & Company’s flagship store. Originally founded in 1852 as an upscale department store in Chicago, Marshall Field’s lasted until 2005 when it was acquired by Macy’s.
And so while this is a significant building and space, it’s also in the process of being reinvented and undergoing continual change. Much like Toys R Us itself, who knows how long it’ll last in this particular iteration.
We can’t hold onto the past, but we can document it. Even things like cartoon giraffes are worth archiving, giving us a reminder of how certain slices of life used to be.