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Meet Tru Kids Brands – The Former Toys”R”Us and Babies”R”Us!

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Toys"R"Us and Babies R Us storefront

Toys”R”Us is making a comeback!

Toys”R”Us has officially emerged as a new company, Tru Kids Inc.! With new leadership and a fresh vision, they’re ready to deliver the magic of its iconic brands around the world. Effective January 20th, 2019, Tru Kids Inc., doing business as Tru Kids Brands, became the proud parent of Toys”R”Us, Babies”R”Us, Geoffrey, and more than 20 established consumer toy and baby brands!

Here’s what the new CEO of Tru Kids Brands has to say…

“Despite unprecedented efforts to capture the U.S. market share this past holiday season, there is still a significant gap and huge consumer demand for the trusted experience that Toys”R”Us and Babies”R”Us delivers. We have a once-in-a-lifetime opportunity to write the next chapter of Toys”R”Us by launching a newly imagined omni channel retail experience for our beloved brands here in the U.S. In addition, our strong global footprint is led by experienced and passionate operating teams that are 100% focused on growth.”

ToysRUs shopping cart with unicorn

Tru Kids’ global partners are set to bring the joy of Toys”R”Us and Babies”R”Us to more customers through the opening of 70 stores this year in Asia, India, and Europe – and the development of new e-commerce platforms in several key markets. That means Toys”R”Us fans should see the iconic brand re-emerge in some form by the 2019 holiday season – if not sooner! 🙌🏻

Tru Kids is the parent of beloved brands, including Toys”R”Us, Babies”R”Us, Geoffrey the Giraffe, Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, and Just Like Home. Established in January 2019, Tru Kids is focused on growing its family of brands through innovative partnerships that deliver kid-and-parent-focused experiences that expand beyond traditional retails concepts in the physical and digital spaces.

What are your thoughts on this news?


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Comments 16

  1. Laura

    Yay! There’s something special about being able to take my kids on a trip to “the toy store!” Sure, we can go to Walmart and Target, but we’re there all the time. I look forward to having the option back. Now if they’ll only have the same after holiday clearance sales on kids clothing like Babies R us used to have, I’d be in heaven! I used to get amazingly cheap and awesome deals there!

    • tanya

      I used to love their clearance on kids clothes.

  2. Joy

    What the heck is an omni channel? Is that a new marketing buzzword?

    • Jess

      Retail uses this terminology a lot, not so common for customers to utilize this lingo. Basically “a customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks and mortar store and the experience would be seamless.” as explained on a Hubspot.com blog.

    • JD

      Yup, marketing buzz. At its core, omni-channel is defined as a multi-channel sales approach that provides the customer with an integrated customer experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks and mortar store and the experience would be seamless.
      Not too happy with how the ordinary store workers were treated.

      • Erin

        Yeah, a few years ago “360 degree customer experience” was big phrase but they shortened it to Omni Channel. (- : They use it where I work too…)

  3. Jess

    I’m really excited. Though I can’t say I shopped Toys R Us exclusively or even often, I loved having it as an option, or just to go stroll in with my daughter. I’d usually end up buying something! It was definitely a big part of my childhood, after KB Toys was gone, especially.
    I am so glad they fought to keep something magical alive. I hate to see all these brands I’ve grown up with keep disappearing because they can’t adapt! Hoping for the best for Tru Kids!!!

  4. Michelle

    We shopped at toys r us all the time so I will be happy to see this…. It was said when I was in Germany for the holidays to see they still had the big toysrus store but not us here in the US…

  5. Jamie Fox

    This article sounds like this is not going to be in the US?

    • Tia in FL

      There will be stores in the U.S. I saw an article that said they will be a lot smaller, about 1/4 of the usual store size.

  6. Mohita

    Looking like they are getting the Asian and European markets, unlike US there is a good portion of online share to be had!

  7. Ana

    I just hope that the toys will not be overpriced! And maybe 🤞 some mobile coupons?? Would be nice! Glad there at least making it work! 👏

  8. Sue

    Hopefully another company doesn’t take them over again force them to take out too much debt and shut them down again. I’m not sure why it’s legal. Toys R Us, Bon Ton etc… I really hope they make a strong comeback. Fingers crossed. Welcome back Toys R Usa

  9. Amber

    More values based, STEM and wholesome toys, please for both boys AND girls. I will always pay more for those!

  10. Doug

    Tru Kids Brands is led by Richard Barry, the former global chief merchandising officer at Toys “R” Us.

    Doesn’t sound like new leadership to me. Barry is the guy that ran Toy R Us into the ground.

  11. Kat

    I miss ToysRus they had so much more than what you can find in Walmart & Target! Now if you want something you have to order it online because Walmart & Target don’t carry everything in store!

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