Toys R us: American toy store brand

Description

Toys R us is an American toy store brand founded in 1957, providing a variety of toys for ages 0-13+. Toys R us has more than 800 stores in more than 20 countries around the world.

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Brand Features

1. Comprehensive Toy Selection: Toys “R” Us is renowned for offering one of the most extensive selections of toys and games for children of all ages. The brand became a household name by providing a wide variety of products, ranging from classic toys to the latest trends in gaming and electronics. With a focus on delivering both breadth and depth in product offerings, Toys “R” Us has long been a go-to destination for parents, children, and gift-givers alike.
2. Iconic Brand Identity: One of the most distinctive features of Toys “R” Us is its strong brand identity, which is closely associated with childhood joy and playfulness. The brand’s mascot, Geoffrey the Giraffe, became an endearing symbol for kids and parents. The iconic slogan “I don’t want to grow up, I’m a Toys ‘R’ Us kid!” resonated with generations, cementing the brand’s place in the hearts of its customers.
3. Dedicated Shopping Experience: Unlike many other retailers, Toys “R” Us specialized in creating a unique shopping environment exclusively focused on toys and games. The stores were designed to be engaging and fun, offering a hands-on experience where children could see, touch, and try out products before purchasing. This immersive, child-centric shopping experience set Toys “R” Us apart from competitors and was a key factor in building customer loyalty.
4. Global Presence and Recognition: Toys “R” Us grew into a globally recognized brand with stores in numerous countries around the world. This widespread presence allowed the brand to become synonymous with toys and children’s products across different cultures and markets. Despite its ups and downs, the Toys “R” Us name remains one of the most recognized and beloved brands in the toy industry.
5. Focus on Customer Engagement and Special Events: Toys “R” Us has always placed a strong emphasis on customer engagement through in-store events, product demonstrations, and special promotions. The brand hosted toy launches, holiday events, and other activities that created memorable experiences for children and families. These events not only drove foot traffic to the stores but also fostered a sense of community and connection with the brand.

Product Categories

1. Action Figures & Playsets:
   • Marvel Spider-Man Action Figures
   • Transformers Robots
   • Jurassic World Dinosaurs
2. Dolls & Stuffed Animals:
   • Barbie Dolls & Accessories
   • American Girl Dolls
   • Plush Stuffed Animals
3. Building Sets & Blocks:
   • LEGO Building Sets
   • Mega Bloks
   • Lincoln Logs
4. Arts & Crafts:
   • Crayola Coloring Sets
   • Play-Doh Modeling Compound
   • Melissa & Doug Craft Kits
5. Outdoor Play:
   • Bikes & Ride-Ons
   • Swing Sets & Playhouses
   • Nerf Blasters
6. Video Games & Electronics:
   • Nintendo Switch Consoles & Games
   • PlayStation & Xbox Accessories
   • RC Cars & Drones
7. Learning & Education:
   • VTech Learning Toys
   • LeapFrog Tablets
   • Science Kits & STEM Toys
8. Baby & Toddler Toys:
   • Fisher-Price Baby Gear
   • Infantino Play Mats
   • Little Tikes Ride-Ons
9. Board Games & Puzzles:
   • Monopoly & Clue Board Games
   • Jigsaw Puzzles
   • Card Games
10. Party Supplies & Costumes:
    • Birthday Party Decorations
    • Costumes for Kids
    • Party Favors & Accessories

History

1. 1948-1970: The Origins and Early Growth
   • Toys “R” Us began as a children’s furniture store called “Children’s Bargain Town” founded by Charles Lazarus in 1948 in Washington, D.C. Lazarus noticed a growing demand for baby and toddler toys, which led him to shift his business focus to toys, transforming the store into “Toys “R” Us” in 1957. The iconic backward “R” in the name was meant to give the brand a playful, childlike appeal. By the late 1960s, Toys “R” Us had expanded to several locations and began to build a reputation as a leading toy retailer in the United States.
2. 1970-1990: National Expansion and Market Dominance
   • Throughout the 1970s and 1980s, Toys “R” Us expanded rapidly across the United States, becoming the dominant toy retailer in the country. The brand introduced the concept of a “category killer,” offering a massive selection of toys under one roof and effectively outcompeting smaller, specialized toy stores. In 1978, Toys “R” Us went public, and the company used the capital to fuel further expansion, opening hundreds of stores nationwide. By the 1980s, Toys “R” Us had become a cultural phenomenon and a staple of American childhood.
3. 1990-2000: Global Expansion and the Rise of E-commerce
   • In the 1990s, Toys “R” Us embarked on an ambitious global expansion plan, opening stores in Europe, Asia, and other regions. The brand became a global leader in toy retailing, with thousands of stores worldwide. However, the rise of e-commerce in the late 1990s and early 2000s began to pose challenges for Toys “R” Us. The brand launched its own online store, but it struggled to compete with emerging e-commerce giants like Amazon. Despite these challenges, Toys “R” Us continued to be a key player in the toy industry during this period.
4. 2000-2017: Financial Struggles and Decline
   • In the 2000s, Toys “R” Us faced increasing competition from both online retailers and big-box stores like Walmart and Target, which began to offer a wide selection of toys at lower prices. The company also struggled with mounting debt from a leveraged buyout in 2005. Despite efforts to revitalize the brand, including store remodels and partnerships, Toys “R” Us continued to lose market share. The financial pressures eventually led the company to file for bankruptcy in 2017. In 2018, Toys “R” Us announced the closure of its U.S. stores, marking the end of an era.
5. 2018-Present: Revival and Reimagining
   • After the closure of its U.S. stores, Toys “R” Us underwent a period of restructuring and reorganization. In 2019, the brand was revived by a new company, Tru Kids Brands, which began to explore new ways to bring the Toys “R” Us experience back to life. This included opening smaller, experiential stores and partnering with other retailers to create “shop-in-shop” concepts. In 2021, Macy’s announced a partnership with Toys “R” Us to bring the brand back into its stores, allowing Toys “R” Us to once again connect with a new generation of children and parents. The brand continues to explore opportunities to adapt and thrive in the changing retail landscape.

Toys “R” Us remains a nostalgic and beloved brand for many, symbolizing the joy and excitement of childhood. With a focus on providing a comprehensive and engaging toy shopping experience, Toys “R” Us continues to evolve, aiming to recapture the hearts of customers both old and new.

Last Update 08/12/2024