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Toys”R”Us Emerges with New Vision, Team & Global Strategy


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Toys R' Us today released an official press release about how they are re-emerged as a new company. Before folks here in the US get to excited though, keep in mind there is nothing really new here as far as whether we will see actual full-blown Toys R' Us stores returning to the US.

It would seem that is the hope and we've even heard rumblings in the past several months how old Toys R' Us stores are having safety inspected done so they can be re-opened. However for now I wouldn't get to excited until there is a clear cut plan announced from them for a US return. They say details for their US strategy will be coming soon, so once we see that, then maybe we can get excited. Anyway read on for the full press release.


Toys”R”Us® has officially emerged as a new company, with new leadership and a new vision to deliver the magic of its iconic brands around the world.

Effective January 20, 2019, the new company, 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.

Tru Kids Brands will be led by Richard Barry, the former global chief merchandising officer at Toys”R”Us, who will serve as President & CEO along with an experienced management team that includes Matthew Finigan as CFO, James Young as EVP of Global License Management & General Counsel, and Jean-Daniel Gatignol as SVP of Global Sourcing & Brands.

The company also appointed brand management veteran Yehuda Shmidman as Vice Chairman to advise on global strategy and execution. Shmidman is the CEO of Wave Hill Partners, and the former CEO of Sequential Brands Group.

For over 70 years, Toys”R”Us has celebrated the joys of childhood with kids of all ages and Babies”R”Us has been the destination for all new and expecting parents. Geoffrey the Giraffe, the beloved mascot of Toys”R”Us for more than 50 years, is adored by kids and their families all around the world.

This brand power remains as Toys”R”Us and Babies”R”Us generated over $3 billion in global retail sales in 2018 through more than 900 stores and e-commerce businesses in 30+ countries across Asia, Europe, Africa and the Middle East. In the U.S., Toys”R”Us and Babies”R”Us continue to have incredibly strong brand affinity and loyalty with more than 9.5 million followers across their social media channels.

“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,” said Richard Barry, President & CEO of Tru Kids Brands. “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.”

Global partners include Al Futtaim Sons Co. LLC (UAE), Green Swan (Iberia), Keshet-Hypertoy Ltd (Israel), Lotte Shopping Co. Ltd (S. Korea), Marketing Services and Commercial Projects Operation Company (Saudi Arabia), Tablez & Toyz Private Ltd. (India), and Toys (Labuan) Holding Ltd. in partnership with Fung Retailing Ltd. (Asia). The Company will work closely with each to expand the Toys”R”Us and Babies”R”Us businesses in their respective markets as well as actively seek opportunities to bring the brands to new and emerging territories.

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.

Tru Kids will be headquartered in New Jersey with a skilled team of returning Toys”R”Us employees.

“We have an incredible team focused on bringing Toys”R”Us and Babies”R”Us back in a completely new and reimagined way, so the U.S. doesn’t have to go through another holiday without these beloved brands,” added Barry.

Further updates on the U.S. business strategy to follow.
Tru Kids Brands

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.

The company delivers a wealth of services to our valued license partners around the world, in addition to design and development of over 20 additional established consumer brands. The company has offices in New Jersey, USA, Hong Kong & Shenzhen, China.

Tru Kids is a new company celebrating over 70 years of heritage with an expert team focused on families, kids, and play. Learn more at trukidsbrands.com.

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I would be nice if we could go to a store and have the toys we're looking for be decently stocked. It would also be nice if we could go somewhere and find import figures and collectibles readily available. TRU basically offered the same amount of toys I'm interested in as Target does now. That's pretty pathetic. If they ever came back those are some things I'd like to see happen or improve. 

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1 minute ago, Thinwheat said:

I would be nice if we could go to a store and have the toys we're looking for be decently stocked. It would also be nice if we could go somewhere and find import figures and collectibles readily available. TRU basically offered the same amount of toys I'm interested in as Target does now. That's pretty pathetic. If they ever came back those are some things I'd like to see happen or improve. 

IMO, TRU is never going to really cater to the adult action figure market like it wants it to in this country, so even if they did come back I don't think you guys would be terribly happy. I just don't think the US toy market is set up in a way for that. Its not just TRU, its how the entire industry is set up and operates.

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Ehhhh... Regardless of what TRU decides to do, it's probably never going to be like the original stores were. I sure miss them, but I'm not holding my breath for anything too exciting. And I think Jay is right-- they probably won't be considering the adult collector market moving forward. At least it sure doesn't sound like it from their press release.

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I would appreciate a return. I regret not going to TRU in recent years. I only been collecting for nearly a year but having a location dedicated to action figures would be helpful. Admittedly, stuff stills look dire for a nation wide full fledged dream store but here's hoping something good will come from this.

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My collector needs are address by local comic, indoor flea markets, and specialty shops. I mainly want TRU to return for my kids. They’re really missing out on the toy store experience, especially on their birthdays and the Christmas season. I hope something comes about, just so they can look forward to a toy store again while they’re still young.

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