About Toys"R"Us, U.S.
With more than 60 years in the business and nearly 600 store locations in the United States, Toys“R”Us® is known as THE toy authority for generations of parents and kids alike. Founded in 1948 by Charles Lazarus, Toys“R”Us revolutionized the principle of quality, value and selection under one roof. Featuring its iconic mascot Geoffrey® the Giraffe, who was introduced in February 1960, along with its catchy jingle “I Don’t Want to Grow Up, I’m A Toys“R”Us Kid®,” Toys“R”Us is one of the most recognized and beloved brands in the world.
In the company’s early days, Charles Lazarus realized that success in the toy business meant focusing on the everyday shopper, such as a parent searching for the perfect birthday gift or a child hoping to spend his or her weekly allowance on a much cherished toy. Today, Toys“R”Us embodies those same ideals by focusing on a memorable shopping experience for customers through classic, in-demand and exclusive merchandise, unique feature shops and a knowledgeable and toy-trained sales staff.
Because there’s no better place to introduce new playthings, Toys“R”Us is generally first-to-market on all of the hottest toys. Whether it’s the must-have new doll or the latest Elmo phenomenon, we believe no one can showcase or build toy brands like Toys“R”Us. From board games and video games to action figures or a child’s first LEGO® set, Toys“R”Us offers a broad selection of products for children of all ages at prices parents appreciate.
Toys“R”Us also has a strong commitment to selling products that provide a learning experience through play. The entry of Toys“R”Us into the rapidly growing educational and learning toys business was solidified with the company’s purchase of Imaginarium® in 1998. Today, many Toys“R”Us stores in the U.S. feature an Imaginarium “boutique” offering a broad selection of educational toys from category leaders that promote creativity, learning and “smart play.”
In the early 1980s, Toys“R”Us branched out into children’s clothing when it opened its first Kids“R”Us® stores in Paramus, New Jersey and Brooklyn, New York. Although Toys“R”Us closed its freestanding Kids“R”Us locations in 2003, the company remains committed to the apparel business and continues to sell a wide variety of name-brand designer and private brand boys and girls clothing in its Toys“R”Us stores across the country.
In 2001, Toys“R”Us opened its international flagship store in New York City’s Times Square, which quickly established itself as The Center of the Toy Universe®. Replete with a 60-foot Ferris wheel, a 20-foot animatronic T-Rex dinosaur, a lifesize Barbie dollhouse and a New York City skyline constructed entirely of LEGOs, Toys“R”Us Times Square has become one of the top tourist attractions in the Big Apple for families from around the world. The prestigious Zagat’s U.S. Family Travel Guide has rated Toys“R”Us Times Square the top family destination in New York City.
Further assisting time-strapped parents during the 2009 holiday shopping season, Toys“R”Us opened Toys“R”Us Express pop-up stores nationwide in malls and other shopping centers, as well as Toys“R”Us Express shops within the company’s Babies“R”Us® stores. The company continues to increase its presence in malls and shopping centers during the holiday season, making Toys“R”Us more accessible than ever for busy shoppers.
In 2012, Toys“R”Us entered the tablet space and further strengthened its leadership position in the family and children consumer electronics category with the introduction of tabeo™, a kid-friendly tablet developed by Toys“R”Us, along with an entire ecosystem of accessories and comprehensive website at Tabeo.com. The device is loaded with the content kids want, as well as safety features desired by parents and became available exclusively in Toys“R”Us stores nationwide and online in October 2012.
With millions of smiles achieved throughout the years, Toys“R”Us is proud of its legacy as THE toy authority.