Toys “R” Us was once a magical destination for kids and a haven for toy lovers. It stood out as a place where dreams came to life, filled with aisles of action figures, dolls, board games, and bikes. However, over the years, its bright and colorful image has dimmed for many. If you grew up with Toys “R” Us and have wondered, “Is Toys ‘R’ Us still in business?” the answer is a bit complicated. Let’s explore the story of this iconic brand — its rise, challenges, and where it stands today.
The History of Toys “R” Us
Charles Lazarus founded Toys “R” Us in 1948.Interestingly, it didn’t start as a toy store at all. Lazarus opened it as a baby furniture shop, recognizing the growing demand during the post-war baby boom. Over time, customers began asking for toys, and Lazarus saw an opportunity to expand. By the 1950s, the store had shifted almost entirely to selling toys.
The brand soared in popularity during the 1980s and 1990s. With its giraffe mascot, Geoffrey, and the catchy jingle, “I don’t wanna grow up, I’m a Toys ‘R’ Us kid,” it became a household name. The massive stores featured an unmatched variety of toys, making it a one-stop paradise for kids and parents alike.
Is Toys “R” Us Still in Business?
Yes — but not in the way many remember. After years of declining sales and mounting debt, the company filed for bankruptcy in 2017, and by 2018, all U.S. stores had shut down, signaling the end of an era.
However, the brand wasn’t gone for good. Its name and intellectual property were purchased by Tru Kids Brands, which attempted a comeback in 2019 with two smaller, more interactive stores in the U.S. Unfortunately, the COVID-19 pandemic forced those locations to close soon after.
In 2021, Macy’s partnered with Toys “R” Us to bring the brand back through dedicated toy sections in Macy’s stores nationwide. The company also revamped its website, making it easier for customers to shop online.
Toys “R” Us and Its Rapid Growth
At its peak, Toys “R” Us was a dominant force in retail. Its vast selection, competitive prices, and unique status as the first major toy-only retailer gave it a powerful advantage.It wasn’t just shopping — it was an experience that kids passionately pleaded with their parents to enjoy.
The 1980s marked its global expansion, with stores opening in Europe, Asia, and Canada. Clever marketing, memorable commercials, and Geoffrey the Giraffe helped cement its status as an international icon.
How Have Recent Changes Affected Customers?
The bankruptcy and closures in 2018 left a void for loyal customers who cherished the brand’s larger-than-life toy stores. For many, it felt like the end of a childhood tradition.
In its bid for a comeback, Toys “R” Us tried out smaller, experience-focused stores that blended shopping with interactive play areas.While innovative, the concept faced stiff competition from both online giants and traditional retailers, making long-term success difficult.
Store Closures
In 2018, all 735 U.S. locations closed due to mounting debt and falling sales. Post-bankruptcy, pop-up and experiential stores emerged but struggled to gain traction, closing by early 2021. Today, the brand’s physical presence in the U.S. exists primarily through its Macy’s partnership.
The Competitive Landscape
The toy retail space is more competitive than ever. Amazon dominates online shopping with speed, convenience, and personalized recommendations, while Walmart and Target draw shoppers with low prices and hybrid shopping options. This has made it difficult for Toys “R” Us to regain its former prominence.
What Does the Future Hold?
The partnership with Macy’s has provided Toys “R” Us with a presence in the market without the expense of operating standalone stores.Internationally, the brand still thrives in countries where its stores remain popular.
To survive long-term, Toys “R” Us will need to embrace e-commerce fully, innovate in customer experience, and leverage nostalgia to stand out in a crowded market.
Conclusion
So, is Toys “R” Us still in business? Yes — but it’s a different brand than the one many remember. While the big-box toy wonderland may be gone in the U.S., the name lives on through strategic partnerships, online sales, and international locations. The road ahead won’t be easy, but Geoffrey the Giraffe isn’t ready to hang up his necktie just yet.
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