The expansion strategy aims to capture holiday shoppers by placing physical storefronts in new markets while supplementing the existing network of 40 standalone shops and dedicated departments within Macy’s stores. According to Jamie Uitdenhowen, executive vice president at WHP Global, the company is prioritizing accessibility by meeting customers in hometowns, airports, and military exchanges.
Beyond traditional retail, select new locations will debut Creator Studios—dedicated areas for influencers and toy brands to host product reveals and content production. These stores will also integrate lifestyle elements such as cafés and candy shops to encourage longer foot traffic. The brand continues to branch into travel retail as well, recently launching airport shop-in-shops at Orlando International Airport in collaboration with WHSmith North America. These efforts reflect a broader push by parent company WHP Global to leverage the brand's heritage as it scales its physical presence to compete for share in the toy market.
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