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Meet Tru Kids.

We’re the proud parent of beloved brands.


Established 1948

Geoffrey the Giraffe

Established 1965

Established 1996

Star Brands

Our star brands are globally-recognized household names.

Star Brand


The Champions of Play

Toys“R”Us is a star brand in the Tru Kids family. For over 70 years, Toys“R”Us has celebrated the joys of childhood with kids of all ages.

Star Brand


Trusted Resource for Families

Babies“R”Us is a star brand in the Tru Kids family. For over 30 years, it has been known for its knowledge of families and keeping baby happy and healthy.

Star Brand

Geoffrey the Giraffe

Our Beloved Mascot

Geoffrey is a star in the Tru Kids family. He’s been a beloved mascot for over 50 years. Adored around the world, he invites kids of all ages to play and have fun.

Consumer Brands

Our consumer brands include many kids-and-parent-focused products.

  • Plush wildlife from around the world for little ones to find their new best furry friend.

  • From prehistoric animals to mythical creatures, Animal Zone toys let kids discover the planet and have untamed fun.

  • Avigo brings hours of outdoor fun to every kind of rider, from first timers to full-fledged daredevils.

  • Delight little ones with Bruin toys that keep them laughing and learning about colors, shapes, and sounds.

  • Little ones transform into princesses, ballerinas, and more so they can explore their imagination and build confidence.

  • Engage kids in discovery and learning with a full range of STEM-focused microscopes, telescopes, and lab kits.

  • Land, air, and sea vehicles that let kids sit in the driver’s seat and feel the thrill of being in control.

  • Play pretend with durable, timeless toys designed to give kids true freedom and explore infinite possibilities.

  • Engage and entertain children while building confidence in their ability to complete everyday tasks.

  • Watch ’em build independence, construct confidence, and have a blast with Just Like Home Workshop toys.


  • Fashionable dolls that help teach confidence, sharing, and self-acceptance to young girls everywhere.


  • Timeless, high-quality baby essentials that provide parents with a one-stop-shop they can rely on.

  • Wholesome, value-priced family games and entertainment for kids from three to 100.

  • Cool down on hot days with water toys, beach necessities, and bubble fun and enjoy outside all summer long.

  • Toys that help develop balance, teamwork, critical thinking, and fine motor skills while getting kids outdoors.

  • Kits and sets that let kids make friendship bracelets and find their inner fashionista.

  • Toys made for anyone who wants to save the day from villains and dangerous situations.?

  • Dolls that help develop positive self-expression, empathy, and the reward of loving and caring for others.



Year Established




Branded Stores


Years Heritage

We’re the new kids.

But we also build upon 70 years of history.


Our leadership team has decades of experience as brand operators.

Richard Barry

President & CEO

Yehuda Shmidman

Vice Chairman

Matt Finigan

CFO & Treasurer

Kara Ekert Sabino

Chief Human Resources Officer


Read new articles and press below. For fact sheet and interview requests, contact us.

27 Nov 2019


Target.com powering all digital sales transactions and product fulfillment Parsippany, NJ – November 27, 2019 – Toys“R”Us? returns today with the opening of its first new...

08 Oct 2019

Target to Power Toys“R”Us Shopping Experience

Target’s toy inventory, digital capabilities and fulfillment options will service new Toys“R”Us store and online experiences MINNEAPOLIS, MN and PARSIPPANY, NJ –Oct. 8, 2019 – Target...

19 Sep 2019

Tru Kids Brands? Partners with Candytopia to Introduce The Toys”R”Us Adventure?

PARSIPPANY, N.J.?and?SAN FRANCISCO,?Sept. 19, 2019?/PRNewswire/ —?Tru Kids BrandsTM?(“Tru Kids”), the proud parent of the?Toys”R”Us??brand, and?Candytopia, the candy-coated experiential adventure that has delighted crowds nationwide, announced today...

18 Jul 2019

Tru Kids Brands? Bringing Toys“R”Us? Stores Back to the United States

Tru Kids partnering with b8ta to bring reimagined Toys“R”Us stores to U.S. kids and families; will apply b8ta’s experiential retail model to create a playful in-store...