Macy's (NYSE:M) has found its marbles and plans to open several pop-up shops for Marbles: The Brain Store inside select department stores this holiday season.
The educational toy and game shop will be featured inside Macy's Holiday arcade at four locations: New York City (Herald Square), San Francisco (Union Square), Chicago (State Street) and McLean, Virginia (Tyson's Corner).
Marbles: The Brain Store specializes in one-of-a-kind games, gifts and gadgets that stimulate the brain and challenge the whole family. Within Holiday Arcade shops that include Marbles, shoppers can test and play with every game and gift on display. Marble's sales associates, known as BrainCoaches, will be on-site to offer personalized recommendations based on strengths and areas for improvement.
"By adding Marbles: The Brain Store to our Holiday Arcade, Macy's is offering our customers another avenue for unique holiday gifts that are engaging for the whole family," said Dustin Jones, Macy's senior VP of fashion and new business development. "We are always exploring ways to surprise and delight our customers, especially during the holiday season, and Marbles fills a niche for educational gifts we know they will enjoy."
Macy's Holiday Arcade will also feature a selection of retro toys and seven Macy's locations will house Build-A-Bear workshops.
Macy's focus has lately been on attracting new shoppers—such as millennials with the One Below concept shop and discount seekers with the Backstage format—but it's worth noting that traditional merchandisng and product assorment are still part of its holiday offerings.
-See this Macy's press release
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