About Toys"R"Us, Inc.
Toys“R”Us, Inc. is the world’s leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 871 Toys“R”Us® and Babies“R”Us® stores in the United States and Puerto Rico, and in more than 730 international stores and over 230 licensed stores in 36 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz® brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City.
With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com, and FAO.com, Toys“R”Us, Inc. provides shoppers with a broad online selection of distinctive toys and baby products.
Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 employees worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.
Toys“R”Us, Inc. operated as a public company from 1978 until July 2005. At that time, an investment group consisting of affiliates of Bain Capital Partners LLC, Kohlberg Kravis Roberts & Co. (KKR) and Vornado Realty Trust completed an acquisition of Toys“R”Us, Inc. for $6.6 billion. The acquisition encompassed all worldwide operations of Toys“R”Us, Inc., including the Toys“R”Us and Babies“R”Us businesses. With the completion of this transaction, each of the investors owns an equal stake in Toys“R”Us, Inc.
The mission of Toys“R”Us, Inc. is to bring joy into the lives of its customers! In 2014, the company began to implement its “TRU Transformation” strategy to deliver on this mission by asserting its position as THE toy and juvenile products authority and definitive destination for kid fun, gift-giving solutions and parenting services.
Grounded in consumer research and customer insights, this strategy is anchored by three guiding principles – Easy, Expert, Fair – We will be the EASIEST place in the world to find solutions at FAIR prices for kids and babies because we are EXPERTS and understand the joys and challenges of parenting.
To accomplish these objectives, Toys“R”Us, Inc. is focused on fully transforming the customer experience; developing high-performing and highly focused teams; collaborating with business partners to drive differentiation, innovation and value; and positioning the business for growth.
Toys“R”Us, Inc. Headquarters
One Geoffrey Way
Wayne, New Jersey
Main Number: 973-617-3500
Toys“R”Us, Inc. currently operates the following businesses:
For more than 65 years, Toys“R”Us has been a favorite destination for kids and grown-ups alike with its impressive assortment of toys, games, learning aids, electronics, children’s apparel and baby furniture. With nearly 600 stores throughout the United States, Toys“R”Us offers a broad selection of unique toys, including those that can only be found at Toys“R”Us, old favorites and great values under one roof. With knowledgeable and toy-trained staff members always ready to help customers, Toys“R”Us is THE authority when it comes to finding the perfect toy.
For more than 10 years, Toys“R”Us Times Square, the company’s international flagship store, has delighted customers from around the globe as one of New York City’s top tourist destinations. Featuring a 60-foot Ferris wheel, a 20-foot animatronic T-Rex dinosaur and a life-sized Barbie dollhouse, the world’s largest dedicated toy store showcases spectacular special attractions and a unique toy shopping experience.
With more than 730 international stores and over 230 licensed stores in 36 countries and jurisdictions outside of the United States, Toys“R”Us, Inc. has successfully translated its business abroad. Since joining the international scene in 1984 with stores in Canada and Singapore, Toys“R”Us has become a toy destination around the world, embodying a customer philosophy of quality, value and selection that resonates with parents around the globe. Today, Toys“R”Us celebrates more than 30 years as the international toy authority.
As a testament to the company’s expanding global presence, former President George H. Bush traveled to Japan to christen the premiere Toys“R”Us store in that country. The company currently operates nearly 170 stores across Japan.
The company continues to grow internationally, and made its most recent entry into a new market in 2011 when it established operations in Poland, where it opened two wholly owned locations in 2012. Also, in 2011, Toys“R”Us, Inc. formed a joint venture with Li & Fung Retailing for the Toys“R”Us business in Southeast Asia and Greater China, acquiring a majority stake in its previously licensed business. With this agreement, Toys“R”Us, Inc. assumed ownership and oversight of 90 existing Toys“R”Us stores in Brunei, China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand.
In 2012, Toys“R”Us, Inc. strengthened its global e-commerce capabilities with the launch of a dedicated web store, Toysrus.com.cn, in China, representing a significant step in the company’s plans to grow its presence with physical stores and online operations in Asia. The company also announced the development of mobile-optimized sites and apps in 11 markets around the world, including Australia, Austria, Canada, France, Germany, Japan, Portugal, Spain, Switzerland and the U.K. where it operates stores, as well as the Netherlands, where it does not currently have a store presence. Toys“R”Us is more accessible than ever before to customers around the globe.
Babies“R”Us is the nation’s leading dedicated baby products retailer. Since opening its first store in Westbury, NY in early 1996, the company has grown to approximately 250 locations nationwide. Babies“R”Us features a wide selection of products for newborns and infants, including cribs and furniture, car seats, strollers, formula, diapers, bedding, clothing for preemies through size 5T, toys and plenty of unique gift ideas. The company also offers the convenient online and in-store Babies"R"Us Registry that eliminates guesswork and geographic barriers from gift-buying so friends and relatives can easily go to any store location or Babiesrus.com to select, buy and send the right gift directly to the expectant parents.
Founded in 1998, Toysrus.com is the leading online specialty store for toys, video games and merchandise for babies, providing moms, dads and other toy-buying adults access to a vast assortment of toys at their fingertips.
In order to meet the needs of new and expectant parents, Babiesrus.com was launched in June 2000. The site offers a wide selection of baby products and supplies, informational resources and tools, as well as its premier online baby registry.
In February 2009, Toys“R”Us, Inc. acquired the highly regarded e-commerce site, eToys.com, which offers a broad assortment of unique toys and baby products.
In March 2009, Toys“R”Us, Inc. acquired the Internet domain, Toys.com; one of the most commonly used URLs when consumers search online for toys. This site provides a powerful way to redirect customers to the company’s family of e-commerce sites, which includes Toysrus.com, Babiesrus.com and eToys.com. Today, Toys.com exists as a destination for online shoppers to locate a wide range of unadvertised and exclusive deals, many of which are posted to Toys.com before anywhere else on the web.
Toys“R”Us, Inc. obtained the exclusive right to operate the iconic toy retailer FAO Schwarz in May 2009. FAO Schwarz is well-known as a purveyor of extraordinary toys and for providing a truly unique shopping experience. Its landmark flagship location in New York City is a must-see destination, attracting visitors from all over the world. Its quality assortment of products, including a line of toys marketed under the FAO Schwarz brand name, may also be found at FAO.com and in Toys“R”Us stores in the United States.
In August 2009, Toys“R”Us, Inc. acquired the KB Toys™ brand, which includes its URL, KBToys.com, its trademarks and other intellectual property rights. Founded in 1922, KB Toys was once well-known as the largest mall-based toy retailer in the United States. It closed its doors in February 2009, following a bankruptcy filing. While Toys“R”Us, Inc. works to determine the role KB Toys will play in its growing portfolio of family-friendly brands over the long term, visitors to KBToys.com are invited to shop Toys.com, where they will find exclusive savings and daily deals offered by the company’s other e-commerce sites.