American toy retailer Toys R Us is making a comeback through a partnership with retail giant Macy’s. Through the partnership, Toys R Us will be opening shop-in-shops inside more than 400 Macy’s department stores.

Apart from selling its products at Macy’s department stores, Toys R Us will also be selling its toys, games, and other gadgets for kids on its website. Macy’s said Toys R Us shops inside its department stores should start to open next year. Meanwhile, Toys R Us merchandise should now become available on its website.

Macy’s chief merchandising officer, Nata Dvir, said they hope more shoppers in search of children’s toys would visit their stores and at the same time shop for apparel and makeup along the way.

Macy’s CEO Jeff Gennette said Thursday that they are targeting millennial moms. Gennette told investors that younger parents who visit department stores to shop for toys often make additional purchases of higher-margin items.

Tru Kids, the parent company of Toys R Us, Babies R Us, Giraffe, and Geoffrey, is currently owned by brand management company WHPO Global. Tru Kids acquired Toys R Us after the latter filed for Chapter 11 bankruptcy protection in 2017.

Tru Kids initially planned to revive the Toys R Us brand but was it was delayed because of the pandemic. Tru kids opened two mall pop-up locations in 2019 but it was forced to close them down because of the global crisis. For a while, Toys R Us attempted to sell its products on Target’s website. However, the partnership fizzled in July 2020.