Toys“R”Us is back, and powered by b8ta.

Announcing our partnership with Tru Kids Brands. Learn more

Welcome to b8ta New York, Herald Square.

Shop a selection of products from b8ta in the heart of New York City’s iconic Herald Square, home of the Macy’s Thanksgiving Day Parade. b8ta NYC is located on the first floor of Macy’s Herald Square and is powered by b8ta’s technology. Visit b8ta NYC to discover, try, and buy the latest products for your lifestyle.



  • Monday–Saturday 10 a.m.–10 p.m.
  • Sunday 11 a.m.–9 p.m.
  • Call for holiday hours.