Bowing to Covid, Macy’s Reimagines the Thanksgiving Parade

Among the many changes, specialty vehicles will be wrangling the famous balloons instead of volunteers

olaf from frozen balloon
There's no word on whether Disney's Olaf will be in the parade this year—but his human handlers will not. Getty Images

Covid-19 has already lowered the boom on scores of big-crowd events like SXSW, Comic-Con, Pride and the NCAA Tournament. Now, the virus has taken a swipe at still another: the Macy’s Thanksgiving Day Parade.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.