Our mission is to encourage kids of all ages to engage with as many forms of play as we possibly can because we believe that play has the power to change lives and build magical memories that will last a lifetime.

By the late 1950s, U.S. toy sales had surpassed 1 billion dollars. So, when Lazarus opened Toys R Us, the toy emporium was a hit. It was one of a kind. Because virtually all toy stores at the time were small-scale, mom-and-pop operations, with many fewer toys available, Toys R Us had no comparable competitors.

Toys R Us was a victim of its own success. It became so big and dominant in the toy market that it failed to adapt when new competitors, like Amazon, entered the scene. Toys R Us didn't innovate to keep up with changing consumer trends – they just relied on their tried and tested formula.

Toys R Us history begins with Charles Lazarus who founded the business in 1948 as Children's Bargain Town, later becoming Children's Super Mart, and finally opening its first official Toys R Us store in Rockville, Maryland in 1957, with iconic elements like Dr. G. Raff mascot and rainbow stripes design.

A Mission Statement is a definition of the company's business, who it serves, what it does, its objectives, and its approach to reaching those objectives. A Vision Statement is a description of the desired future state of the company.

“We realised the nostalgic affinity we had with the brand started with the backwards R. To us, the childlike “R” personifies the whole idea of play; so we reclaimed it”. The “R” became the shining beacon, the torch at the front of the rebranding.

The Rubik's Cube is now recognized as the best-selling toy! To be fair, adults make up a considerable part of people who enjoy solving the Cube. The Rubik Cube might seem simple (or does it), but it's pretty challenging.

This is what your children need to be playing with. Whether it's building blocks, pretend play, or role-play, such toys encourage children to make sense of the world around them. When they come up with different scenarios, we are advocates for thinking out of the box.

Vornado Realty TrustTru Kids Toys“R”Us/Parent organizations

Four years after all Toys 'R' Us stores closed in bankruptcy, the brand is finally making a comeback with shops inside 400 Macy's department stores. Preteen Ethan Wood is thrilled to be a Toys 'R' Us kid again, still remembering it from his childhood. "I'm glad it's finally back," he said.

After Toys "R" Us, American toy-store chain, itself a phonetic rendering of "toys are us".

Vornado Realty TrustTru Kids Toys“R”Us/Parent organizations