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Toys

Established 1948

Geoffrey the Giraffe

Established 1965

Established 1996

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Our star brands are globally-recognized household names.

Star Brand

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The Champions of Play

Toys“R”Us is a star brand in the Tru Kids family. For over 70 years, Toys“R”Us has celebrated the joys of childhood with kids of all ages.

Star Brand

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Trusted Resource for Families

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Our Beloved Mascot

Geoffrey is a star in the Tru Kids family. He’s been a beloved mascot for over 50 years. Adored around the world, he invites kids of all ages to play and have fun.

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Our consumer brands include many kids-and-parent-focused products.

  • Plush wildlife from around the world for little ones to find their new best furry friend.

  • From prehistoric animals to mythical creatures, Animal Zone toys let kids discover the planet and have untamed fun.

  • Avigo brings hours of outdoor fun to every kind of rider, from first timers to full-fledged daredevils.

  • Delight little ones with Bruin toys that keep them laughing and learning about colors, shapes, and sounds.

  • Little ones transform into princesses, ballerinas, and more so they can explore their imagination and build confidence.

  • Engage kids in discovery and learning with a full range of STEM-focused microscopes, telescopes, and lab kits.

  • Land, air, and sea vehicles that let kids sit in the driver’s seat and feel the thrill of being in control.

  • Play pretend with durable, timeless toys designed to give kids true freedom and explore infinite possibilities.

  • Engage and entertain children while building confidence in their ability to complete everyday tasks.

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  • Fashionable dolls that help teach confidence, sharing, and self-acceptance to young girls everywhere.

     

  • Timeless, high-quality baby essentials that provide parents with a one-stop-shop they can rely on.

  • Wholesome, value-priced family games and entertainment for kids from three to 100.

  • Cool down on hot days with water toys, beach necessities, and bubble fun and enjoy outside all summer long.

  • Toys that help develop balance, teamwork, critical thinking, and fine motor skills while getting kids outdoors.

  • Kits and sets that let kids make friendship bracelets and find their inner fashionista.

  • Toys made for anyone who wants to save the day from villains and dangerous situations. 

  • Dolls that help develop positive self-expression, empathy, and the reward of loving and caring for others.

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2023

Year Established

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Countries

700+

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70+

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We’re the new kids.

But we also build upon 70 years of history.

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Our leadership team has decades of experience as brand operators.

Richard Barry

President & CEO

Yehuda Shmidman

Vice Chairman

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Matt Finigan

CFO & Treasurer

Kara Ekert Sabino

Chief Human Resources Officer

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Read new articles and press below. For fact sheet and interview requests, contact us.

27 Nov 2023

TOYS“R”US® OPENS THE DOORS TO ITS FIRST NEW U.S. STORE

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08 Oct 2023

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Target’s toy inventory, digital capabilities and fulfillment options will service new Toys“R”Us store and online experiences MINNEAPOLIS, MN and PARSIPPANY, NJ –Oct. 8, 2023 – Target...

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19 Sep 2023

Tru Kids Brands™ Partners with Candytopia to Introduce The Toys”R”Us Adventure™

PARSIPPANY, N.J. and SAN FRANCISCO, Sept. 19, 2023 /PRNewswire/ — Tru Kids BrandsTM (“Tru Kids”), the proud parent of the Toys”R”Us® brand, and Candytopia, the candy-coated experiential adventure that has delighted crowds nationwide, announced today...

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18 Jul 2023

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Tru Kids partnering with b8ta to bring reimagined Toys“R”Us stores to U.S. kids and families; will apply b8ta’s experiential retail model to create a playful in-store...

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