Balloons, Books, and Brand Partnerships

The 166-year-old chain, which is fighting extinction, calls the parade its “gift to the nation.” With 30 million TV viewers, it’s also a big moneymaker. At least we think it is — Macy’s is famously tight-lipped about parade economics. We try to loosen them up. (Part one of a two-part series.)

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• SOURCES:
  • John Cheney, carpenter at Macy’s Studios.
  • Will Coss, vice president and executive producer of Macy’s Studios.
  • Jeff Kinney, author, cartoonist, and owner of An Unlikely Story Bookstore and Café.
  • Kevin Lynch, vice president of global helium at Messer.
  • Jen Neal, executive vice president of live events and specials for NBCUniversal Entertainment
  • Tony Spring, chairman and C.E.O. of Macy's Inc.
  • Jessica Tisch, commissioner of the New York City Department of Sanitation; incoming commissioner of the New York City Police Department.
  • Dawn Tolson, executive director of Citywide Event Coordination and Management and the Street Activity Permit Office for the City of New York.

• RESOURCES:
  • Macy's: The Store. The Star. The Story., by Robert M. Grippo (2009).
  • History of Macy's of New York, 1853-1919: Chapters in the Evolution of the Department Store, by Ralph M. Hower (1943).
  • Macy's Thanksgiving Day Parade.

• EXTRA:
  • The Economics of Everyday Things.