Meet Tru Kids.

            We’re the proud parent of beloved brands.

            Toys

            Established 1948

            Geoffrey the Giraffe

            Established 1965

            Established 1996

            Star Brands

            Our star brands are globally-recognized household names.

            Star Brand

            Toys“R”Us

            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

            Babies“R”Us

            Trusted Resource for Families

            Babies“R”Us is a star brand in the Tru Kids family. For over 30 years, it has been known for its knowledge of families and keeping baby happy and healthy.

            Star Brand

            Geoffrey the Giraffe

            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.

            Consumer Brands

            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.

            • Watch ’em build independence, construct confidence, and have a blast with Just Like Home Workshop toys.

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

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            • 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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            2019

            Year Established

            25+

            Countries

            700+

            Branded Stores

            70+

            Years Heritage

            We’re the new kids.

            But we also build upon 70 years of history.

            Leadership

            Our leadership team has decades of experience as brand operators.

            Richard Barry

            President & CEO

            Yehuda Shmidman

            Vice Chairman

            Matt Finigan

            CFO & Treasurer

            James Young

            EVP, Global Licensing & General Counsel

            Kara Ekert Sabino

            Chief Human Resources Officer

            Media

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

            27 Nov 2019

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

            Target.com powering all digital sales transactions and product fulfillment Parsippany, NJ – November 27, 2019 – Toys“R”Us? returns today with the opening of its first new...

            08 Oct 2019

            Target to Power Toys“R”Us Shopping Experience

            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, 2019 – Target...

            19 Sep 2019

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

            PARSIPPANY, N.J.?and?SAN FRANCISCO,?Sept. 19, 2019?/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...

            18 Jul 2019

            Tru Kids Brands? Bringing Toys“R”Us? Stores Back to the United States

            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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