For decades, Toys R Us was every child’s dream destination. With aisles filled with action figures, dolls, board games, and bicycles, it wasn’t just a store—it was an experience. Even if you didn’t leave with a toy, walking through Toys R Us felt like stepping into a world of imagination.
But what really happened to this legendary toy retailer, and why is it making headlines again? Let’s take a closer look at its journey—from global dominance to bankruptcy and now, a surprising revival.
The Rise of Toys R Us
Founded in 1948 by Charles Lazarus, Toys R Us started as a children’s furniture store before evolving into a toy superstore. By the 1980s and 1990s, it had become the largest toy retailer in the world, with thousands of stores worldwide.
Some of its success was due to:
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Wide variety of toys under one roof.
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Competitive pricing that kept parents coming back.
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Geoffrey the Giraffe, its lovable mascot that captured kids’ hearts.
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Seasonal shopping events like Christmas rushes that became family traditions.
Why Did Toys R Us Decline?
Despite its success, the brand faced challenges in the 2000s.
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Competition from Walmart and Target – Big-box stores offered toys alongside household essentials.
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Rise of Amazon – Online shopping changed how families purchased toys.
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Debt burden – The company was bought out in a leveraged buyout in 2005, leaving it with billions in debt.
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Outdated stores – Many locations didn’t keep up with modern retail trends.
By 2017, Toys R Us filed for bankruptcy, and in 2018, it announced the closure of its U.S. stores—shocking millions of nostalgic shoppers.
The Comeback of Toys R Us
While many thought the brand was gone forever, Toys R Us is making a comeback. In 2021, WHP Global acquired a controlling interest in the brand and announced plans to relaunch.
Today, Toys R Us is:
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Opening store-in-store locations inside Macy’s across the U.S.
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Expanding internationally, with stores in Asia, Europe, and the Middle East.
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Revamping its online presence to compete with Amazon and Walmart.
This revival blends nostalgia with modern retail strategy, giving both parents and kids a chance to rediscover the magic.
Why Toys R Us Still Matters
Toy R Us isn’t just about toy—it’s about childhood memories. Many parents who once shopped there as kids now take their own children to experience the brand.
Its comeback represents:
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The power of nostalgia in retail.
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How iconic brands can reinvent themselves.
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A focus on experiential shopping rather than just transactions.
FAQs About Toys R Us
Q1. Is Toy R Us still open?
Yes, Toy R Us has reopened in select Macy’s stores and continues to expand globally.
Q2. Can I shop online at Toy R Us?
Yes, Toy R Us has relaunched its online store with a wide range of toy and games.
Q3. Does Toy R Us exist outside the U.S.?
Absolutely. The brand remains strong in countries like Canada, Australia, and across Asia.
Q4. Why did Toy R Us go bankrupt?
It was largely due to debt, competition, and failure to adapt to e-commerce.
Q5. Who owns Toy R Us now?
WHP Global owns the brand and is leading its revival.
Conclusion
Toys R Us may have stumbled, but it’s far from gone. From its glory days as the world’s biggest toy store to its bankruptcy and now its comeback, the brand has proven its resilience.
For families, it remains a place of joy, nostalgia, and childhood wonder. As Toys R Us reclaims its spot in the retail world, it reminds us that some childhood dreams never really fade.
