Toys 'R' Us, founded in 1948 by Charles P. Lazarus, is an American toy and baby product retailer.

Historically a dominant player in the toy industry, the brand experienced challenges, filing for bankruptcy in 2017 and closing its last two US stores in 2021. Revitalized under WHP Global, Toys 'R' Us made a comeback with branded stores in Macy's across the country from 2022. Their product range includes a variety of toys, games, and baby products, featuring brands like LEGO, Barbie, and Disney.

The brand focuses on digital community building and in-store experiences. The flagship store is in New Jersey at the American Dream complex, and a second flagship store opened in the Mall of America in 2023. They cater to a family demographic, emphasizing the importance of play in child development.

The brand is active primarily in the US, with a significant online presence and collaborations for in-store experiences. Toys R Us is tagged under toys.

Recent brand deals include Family Fun Pack, Cartoon Network, Show and Tell Toys, aDrive and JobbytheHong. You can request access to our brand deal research below for a complete report.