What Happened to Toys 'R' Us®?

If you are an ’80s or ’90s baby, there’s a good chance that Toys “R” Us^® is a part of your childhood memories. From the catchy jingles to the endless rows of toys, it was a place where imaginations ran wild and dreams came true. But what exactly happened to this beloved toy store giant? Join us as we explore the story of Toys “R” Us, from its rise and fall to its recent comeback.

The Rise and Fall

Founded in 1957 by Charles P. Lazarus, Toys “R” Us quickly became a household name, offering a huge selection of toys, baby products, and children’s clothing. By the ’90s, Toys “R” Us dominated the toy market, boasting hundreds of stores across the United States and internationally.

However, the turn of the millennium marked the beginning of the end for Toys “R” Us. Faced with stiff competition from big-box retailers like Walmart^® and Target^® and the emergence of online giants like Amazon^®, the once-thriving toy giant began to struggle.

In 2017, despite efforts to restructure and stay afloat, Toys “R” Us filed for bankruptcy, citing billions of dollars in debt and fierce competition from rivals.

The Revival

But just when it seemed like the story of Toys “R” Us had come to a somber conclusion, a glimmer of hope emerged. In a surprising twist, the iconic toy store returned through a partnership with retail giant Macy’s^®. Under the new parent company, Tru Kids Brands^™, Toys “R” Us embarked on a revival journey to recapture the magic that once defined the brand.

The comeback wasn’t without its challenges, especially amidst the COVID-19 pandemic. Yet, Toys “R” Us persevered, adapting to the changing retail landscape and forging ahead with innovative strategies. Partnering with Amazon and Macy’s, Toys “R” Us found new avenues to reach online and in-store customers.

The entrance to Macy’s New York City flagship store in late 2023, featuring Toys “R” Us.

In 2021, Toys “R” Us made headlines again by opening a flagship store at the American Dream Mall in New Jersey.

Looking to the Future

The iconic toy retailer’s future looks bright, with plans to open stores in Australia and expand its presence in the United States. Toys “R” Us has also partnered with Go Retail Group^® to bring the magic of its stores to new locations, including airports and cruise ships.

So, to all the Toys “R” Us kids out there, rejoice! The toy store of your youth is making a comeback, and the future is filled with fun possibilities.

References: Toys R Us | Toys R Us comeback? Parent company announced it will open 24 brick-and-mortar stores | Toys ‘R’ Us opening flagship store at American Dream in New Jersey this weekend