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Toys "R" Us, Inc.
Company typePrivate
IndustryRetail
Founded1948; 76 years ago (1948)
Washington, D.C.,
United States
FounderCharles Lazarus
FateIn process of liquidation[1][2]
Headquarters
Wayne, New Jersey
,
United States
Number of locations
875 stores in the United States, Canada, Puerto Rico, and Guam[3]
Area served
Worldwide
Key people
Dave Brandon
(Chairman & CEO)
ProductsToys
Clothing
Baby products
Video games
RevenueUS$12.4 billion (2014)[4]
OwnerKohlberg Kravis Roberts
Bain Capital
Vornado Realty Trust
Number of employees
64,000[5]
ParentInterstate Department Stores (1966–1978)
DivisionsBabies "R" Us
Websitetoysrus.com
toysrusinc.com
toysrus.ca
toysrus.co.uk
toysrus.com.au

Toys "R" Us, Inc. (stylized as ToysЯus since 1968) is an American toy and juvenile-products retailer founded in 1948 and headquartered in Wayne, New Jersey, in the New York City metropolitan area. Founded by Charles P. Lazarus in its modern incarnation in 1957, Toys "R" Us traces its origins to Lazarus' children's furniture store, which he started in 1948. He added toys to his offering, and eventually shifted his focus. The company has been in the toy business for more than 65 years and operates around 800 stores in the United States and around 800 outside the US, although these numbers are steadily decreasing with time.[6]

Toys "R" Us experienced expansion as a chain, becoming predominant in its niche field of toy retail. Represented by cartoon mascot Geoffrey the Giraffe from 1969, Toys "R" Us eventually branched out into launching the stores Babies "R" Us and the now-defunct Kids "R" Us.

The company filed for Chapter 11 bankruptcy protection in the U.S. on September 18, 2017, and has also filed for bankruptcy protection in Canada (see Companies' Creditors Arrangement Act). They have stated their stores will continue to operate, but nevertheless announced the liquidation and closure of 382 locations, at least half of these Babies "R" Us locations. Liquidation sale events are likely expected to occur in additional Toys "R" Us stores.

As part of a Toys "R" Us UK division Company Voluntary Agreement (CVA) agreement, it would have closed 25 of its 106 stores across the country in the spring of 2018. It was hoped that the deal would give the business time to restructure and pay off its debts, but, on February 28, 2018, Toys "R" Us UK went into administration, putting 3,200 jobs at risk.[7] On March 14, 2018, it was revealed that all Toys "R" Us stores in the United Kingdom would close.[8][9] This was followed soon after by the announcement that all of the corporate-owned locations in the United States would also be either sold off to franchisees or shuttered entirely.[10][11] However, the company would be working to keep 200 stores in the US open and merge them with stronger Canadian operations.[12]

On March 15, 2018, it was announced that Toys "R" Us is officially going out of business and liquidating all 800 of its stores.[13][14]

Current operations

The company's brands include Toys "R" Us, and Babies "R" Us. It also operates e-commerce sites including ToysRUs.com and BabiesRUs.com.[15]

Stores

The company owns or licenses 810 Toys "R" Us and Babies "R" Us stores in the United States and Puerto Rico, more than 750 international stores and more than 245 licensed stores in 37 countries and jurisdictions.[16]

In 2001, Toys "R" Us opened an international flagship store in New York's Times Square. The 110,000 square-foot location featured an animatronic T-Rex robot, life-size Barbie dreamhouse and an indoor Ferris wheel. The store drew thousands of tourists for over a decade before the company decided to not renew their lease on the space in December 2015. In August 2017, Toys "R" Us announced a 35,000 square-foot temporary store near the original location that would be open around the holiday season.[17]

In 2015, the company launched the first of a new concept store called the "Toy Lab" in Freehold, New Jersey.[18] The new layout provided more space for interactive exhibits and areas to play with new toys before purchase. This concept has since been expanded to stores in California, Delaware, Florida, New York and Pennsylvania.[19]

Toys "R" Us Stores per Country

Africa

North America

Oceania

Asia

Europe

Key: * Going Out of Business

Company history

Outside of large, brightly lit store at night in New York City, surrounded by advertisements
Flagship store in Times Square, Manhattan, which operated from 2001 to 2015
Toys "R" Us in Ocean Terminal, Tsim Sha Tsui, Hong Kong

Charles P. Lazarus (born 1923)[20] founded Children's Supermart (which would evolve into Toys "R" Us) in Washington, D.C., during the post-war baby boom era in 1948 as a baby-furniture retailer. Its first location was at 2461 18th St. NW, where the nightclub Madam's Organ Blues Bar is located. Lazarus began receiving requests from customers for baby toys. After adding baby toys, he got requests for toys for older children. The focus of the store changed in 1957, and Toys "R" Us was born in Rockville, Maryland.[citation needed] Toys "R" Us was acquired in 1966 by Interstate Department Stores, Inc.,[21] owner of the White Front, Topps Chains and Children's Bargain Town USA, a toy-store chain related to Toys "R" Us in the American Midwest that would later be combined with the rest of the Toys "R" Us chain. The original Toys "R" Us store design from 1969 to 1989 consisted of vertical rainbow stripes and a brown roof with a front entrance and side exit.[22]

At its peak, Toys "R" Us was considered a classic example of a category killer, a business that specializes so thoroughly and efficiently in one sector that it pushes out competition from both smaller specialty stores and larger general retailers.[23] Since the rise of mass merchants like Walmart, Target and Amazon, however, Toys "R" Us has lost much of its share of the toy market, and fell behind Walmart in toy sales for 1998.[24]

To improve the company, the board of directors installed John Eyler (formerly of FAO Schwarz). Eyler launched an unsuccessful, expensive plan to remodel and re-launch the chain. Blaming market pressures (primarily competition from Walmart and Target), Toys "R" Us considered splitting its toy and baby businesses. On July 21, 2005, a consortium of Bain Capital Partners LLC, Kohlberg Kravis Roberts (KKR) and Vornado Realty Trust invested $1.3 billion to complete a $6.6 billion leveraged buyout of the company. Public stock closed for the last time at $26.74—pennies from the 68-week high, but far short of its all-time high of almost $45 in fourth-quarter 1993 and its five-year high of $31 in Q2 2001. Toys "R" Us became a privately owned entity after the buy out. However, the company still files with the Securities and Exchange Commission (as required by its debt agreements).[25]

Geoffrey the Giraffe

The most recent iteration of Geoffrey the Giraffe

Formerly known as "Dr. G. Raffe" in 1950's print advertisements for Children's Bargaintown, Geoffrey the Giraffe evolved in name and appearance over the next decade to become the official mascot of the renamed Toys "R" Us.[26] Serving as a "spokesanimal" for the brand, Geoffrey's design went through several phases over the next 50+ years before the current star-spotted iteration was finalized in 2007.[27]

In 2017, the company sponsored the live camera broadcast for April the Giraffe, which helped support giraffe conservation and awareness. The sponsored camera of pregnant April the giraffe went viral with million of views on YouTube and across social media platforms.[28]

Bankruptcy

On September 18, 2017, Toys "R" Us, Inc. filed for Chapter 11 bankruptcy, stating the move would give it flexibility to deal with $5 billion in long-term debt, borrow $2 billion so it can pay suppliers for the upcoming holiday season and invest in improving current operations.[29][5][30] The company has stated that their brick-and-mortar stores and online sales sites will continue to operate.[31]

A company statement quoted in The Sydney Morning Herald said only U.S. and Canadian operations are affected:

The company's operations outside of the US and Canada, including its operations in Europe and Australia and its approximately 255 licensed stores and joint venture partnership in Asia, which are separate entities, are not part of the Chapter 11 filing,"[32]

The company has not had an annual profit since 2013. It reported a net loss of US$164 million in the quarter ended April 29, 2017. It lost US$126 million in the same period in the prior year.[32]

On December 4, 2017, the company reported that they would be liquidating and closing at least 26 stores in the United Kingdom as part of an insolvency restructuring known as a company voluntary arrangement.[33]

In January 2018, the company announced it would liquidate and close up to 182 of its stores in the U.S. as part of its restructuring, as well as convert up to 12 stores into co-branded Toys "R" Us and Babies "R" Us stores.[34][35]

On February 28, 2018, Toys "R" Us UK entered administration, putting 3,200 jobs at risk in the UK. This comes after they racked up a £15m tax bill, which they are unlikely to pay back. On March 2, 2018, it was announced that all UK stores would begin a liquidation sale and most would close later on.[7] On March 14, 2018, it was announced that all UK stores were expected to close within six weeks.[36] It was later said that their Canadian and 200 US stores may survive.[37] However, Toys "R" Us announced later that same day that all of their US stores would be closing.[38] The impact this has on Canadian operations is yet to be confirmed. But as of March 14, 2018, MGA Entertainment Inc, a California-based toy company, submitted a bid for Toys "R" Us Canada.[39] On March 15, 2018, Toys "R" Us officially filed documents with the bankruptcy court to liquidate its US business.[40][2]

Other brands

Kids "R" Us

Kids 'R' Us was a children's clothing retailer. Their first locations opened in 1983 in Paramus, New Jersey, and Brooklyn, New York. The chain folded in 2003.[41]

Logos

  • 1983–2003, original logo over the Imaginarium logo
    1983–2003, original logo over the Imaginarium logo
  • 1986–2003, last logo
    1986–2003, last logo

Babies "R" Us

The first Babies "R" Us location opened in 1996 in Westbury, New York.[42] The store operates as a specialty baby products retailer and has grown to approximately 260 locations in the United States. The stores offers an assortment of products for newborns, infants, and toddlers. The company also maintains a registry and offers pre and postnatal classes and events.[43]

Logos

  • A Babies "R" Us store with the 1996–2006 logo
    A Babies "R" Us store with the 1996–2006 logo
  • 2007–present (next to the 1986–2006 Toys "R" US logo)
    2007–present (next to the 1986–2006 Toys "R" US logo)

Toys "R" Us, International

A Toys "R" Us store in Vaughan Mills
Toys "R" Us in Ontario
Toys "R" Us store in Angeles City, Philippines
Toys "R" Us store in Chadstone Shopping Centre, Melbourne, Australia

In addition to its expansion in the United States, Toys "R" Us launched a worldwide presence in 1984 when the company opened its first international wholly owned store in Canada (70 stores headquartered in Concord, Ontario) and licensed operation in Singapore. Toys "R" Us, International operates more than 600 international stores and over 140 licensed stores in 35 countries and jurisdictions outside the United States, including Australia, Canada, France, the Netherlands, Germany (60), Switzerland (7), Austria (14), Portugal, Spain and the United Kingdom (105), among others. The company continues to grow internationally, and made its most recent entry into a new market in November 2011 when it opened its first licensed location in Poland (Blue City).[44]

Toys "R" Us opened their first stores in Japan in 1991 as a joint venture with McDonald's Holdings Co.[45] The joint venture was supposed to last until 2018. However in 2006, Toys "R" Us terminated their Japanese joint venture with McDonald's Holdings Co. As a result of the termination, Toys "R" Us was sued by McDonald's Holdings Co. for breach of contract. McDonald's Holdings Co. was awarded an ¥1.38 billion ($13.35 million) settlement in 2008.[46][47] After their joint venture ended, Toys "R" Us increased their ownership from approximately 48% to about 61%.[47]

It was announced on March 14, 2018, that all stores in the United Kingdom will close down as a result of going into administration in the previous month.[9][7]

FAO Schwarz

In May 2006, Toys "R" Us, Inc., acquired toy retailer FAO Schwarz including the retailer's flagship store on Fifth Avenue in New York City, as well as its e-commerce site, FAO.com.[48] The company closed the FAO Schwarz flagship store in New York on July 15, 2015, citing rising rental costs, but continues to carry FAO Schwarz-branded toys in its Toys "R" Us and Babies "R" Us stores.[49]

A Toys "R" Us Express store in The Oaks Mall in Gainesville, Florida

Toys "R" Us Express

For the 2009 holiday-shopping season, Toys "R" Us tried a smaller-store concept to attract customers and 90 "Holiday Express" stores across the United States and Canada were opened.[50] The Holiday Express stores are smaller than regular Toys "R" Us locations, often located in malls, and offer a more limited selection of merchandise than would be available at a stand-alone Toys "R" Us store. Most (if not all) of these 90 stores were opened in shopping-center and mall spaces that had been vacated by store chains closing their doors during the recession (including KB Toys, several of which were taken over by Toys "R" Us).[50] Toys "R" Us's plan was to keep the Holiday Express stores open until early January 2010 and close them shortly thereafter, but the success of so many prompted the company to reconsider and several were kept open.[51] These stores are known as "Toys "R" Us Express". Beginning in June 2010, Toys "R" Us opened a total of 600 Express locations. Four more were converted to Toys "R" Us outlet stores.[52]

Toys "R" Us online

Toys "R" Us began selling toys online with the launch of Toysrus.com in 1998.[53] Following a disastrous Christmas 1999 trading period during which the company failed to deliver gifts on time[54], Toys "R" Us entered into a ten-year contract with online retailer Amazon in 2000 to be the exclusive supplier of toys on the website.[55] Amazon eventually reneged on the terms of the contract by allowing third-party retailers to use its marketplace to sell toys, citing Toys "R" Us's failure to carry a sufficiently large range of goods, including the most popular lines.[56] In 2006, Toys "R" Us successfully sued Amazon; the company was awarded $51 million in damages in 2009, just over half of the $93 million initially claimed.[57]

It placed at No. 29 in the Internet Retailer Top 500 Guide for 2012.[58] Toysrus.com is one of the most visited sites in the specialty toy and baby products retail category with an assortment of toys.[59] In addition, Babiesrus.com offers a wide selection of baby products and supplies and access to the company's baby registry.

Looking to expand its web portfolio, in February 2009, the company acquired online toy seller eToys.com from Parent Co., which filed for bankruptcy protection in December 2008. Financial terms were not disclosed.[53] Around the same time, it was reported that Toys "R" Us, Inc. bought Toys.com for an estimated $5.1 million. Today, the company operates Toys.com to list unadvertised and exclusive deals available on its portfolio of e-commerce sites.[60]

In 2010, Toys "R" Us, Inc. reported that its Internet sales grew 29.9% year-over-year to $782 million from $602 million, and in April 2011, the company announced plans to open a dedicated e-commerce fulfillment center in McCarran, Nevada.[61] The company later reported online sales of $1 billion for 2011 and $1.1 billion for 2012.[62]

21st century initiatives

Charitable giving

Since 2004, Toys "R" Us has partnered with the Toys for Tots foundation to serve as a donation site for anyone donating unwrapped toys or monetary gifts.[63][64] Since the outset of the partnership, Toys for Tots has reported that Toys "R" Us campaigns have raised over $55 million and donated more than 4 million toys.[65]

The company also has a partnership with K.I.D.S./Fashion Delivers, a nonprofit organization that connects retailers, manufacturers, foundations and individuals with local nonprofit agencies.[66] Over the past 30 years, Toys "R" Us has donated more than $100 million in clothes, toys and books to the cause, and matches its 885 store locations with K.I.D.S./Fashion Delivers-affiliated charities.[67]

Toys "R" Us Children's Fund, a public charity affiliated with the company, partners with non-profits to provide products and monetary gifts to children in need. Toys "R" Us Children's Fund has contributed over $7.6 million to Save the Children initiatives in the wake of natural disasters like Hurricane Sandy, and in 2016, the charity gave a $1 million grant to non-profit resort, Give Kids the World Village.[68][69]

In 2017, the company launched its philanthropic campaign with St. Jude Children's Research Hospital.[70]

Rooftop solar project

On April 11, 2011, Toys "R" Us announced that it planned to cover 70 percent of the roof of its distribution center (located in Flanders, New Jersey) with a solar installation. The company claimed this 5.38-megawatt solar project would be the largest rooftop solar installation in North America.[71]

Integrated store strategy

On August 23, 2011, Toys "R" Us Inc. announced it would open 21 new stores before year's end, as part of an overall strategy the company has been pursuing since 2006 to house Toys "R" Us and Babies "R" Us in the same building. The company says the stores provide more shopper convenience. The privately held toy company said this will include 11 "R" Superstores—which have full-size Toys "R" Us and Babies "R" Us stores in one location—and 10 stores that will have smaller Toys "R" Us and Babies "R" Us stores in the same location. The stores will be in 13 states including Alabama, California, Georgia, New Jersey, and Texas. It's also remodeling 23 existing stores so that the two stores will be in the same location.[72]

Product safety

Toys "R" Us has reportedly implemented high safety standards, and in 2007 vowed to take an aggressive approach towards holding vendors accountable for meeting those standards.[73] Former chairman and CEO Gerald L. Storch, testifying before the Senate Appropriations Subcommittee on Financial Services and General Government on toy safety in September 2007, said he supported new legislation strengthening toy-safety standards and outlined new initiatives the retailer had set forth to ensure that its customers receive timely information on recalls (including a new website).[74][75]

In 2008, the company introduced stricter product safety standards exceeding federal requirements. Among the new standards was a requirement for materials inside toys to meet a standard of 250 parts per million of lead for all products manufactured exclusively for the retailer (compared with the federal standard of 600 ppm.) Toys "R" Us also announced the requirement that baby products be produced without the addition of phthalates, which have raised concerns about infant safety.[76] The company has since adjusted its requirements to meet new federal standards enacted with the Consumer Product Safety Improvement Act of 2008.

"TRU Transformation"

In early 2014, Toys "R" Us, Inc. announced its "TRU Transformation" strategy, which concentrates on efforts to fix foundational issues in order to position the company for growth in the future. The company will focus on improving shopping experiences in-store and online. To improve the customer experience, the company plans to manage inventory better, make stores less cluttered and easier to shop, and develop a clear pricing strategy with simpler promotional offers.[77][78] The company will also focus on integrating its in-store and online businesses more fully.[79]

Christmas season initiatives

In 2013, Quartz called Toys "R" Us the largest standalone toy store chain in the world.[80] Since the toy business is incredibly seasonal, more than 40% of the company's sales come in during the fourth quarter of the year.[81]

In December 2013, eight days before Christmas, Toys "R" Us announced that their stores in the United States would stay open for 87 hours straight.[82] The flagship store of the retailer in New York Times Square was open for 24 hours a day[83] from December 1 up to December 24 – for a total of 566 consecutive hours to cater to shoppers who were mostly tourists. The announcement came after snow and rain caused a nearly 9 percent year-over-year decline[84] in store foot traffic in the United States.[85]

This move also pushed the retailer to hire an additional 45,000 seasonal workers[86] to cater to the demand of the extended store hours.[87]

Logos

Toys "R" Us's logo features a backwards "R", in order to give the impression that a child wrote it.[88] This should not be confused with the Cyrillic letter Ya (Я).

  • 1975–2007 (U.S.), 1985–May 2008 (UK/Ireland), prototype logo
    1975–2007 (U.S.), 1985–May 2008 (UK/Ireland), prototype logo
  • The logo used from 1986 to 2006 in the United States and in the United Kingdom and Ireland from 1986 to May 2008. This logo can still be seen at many older stores.
    The logo used from 1986 to 2006 in the United States and in the United Kingdom and Ireland from 1986 to May 2008. This logo can still be seen at many older stores.

See also

References

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  68. ^ "Toys". Save the Children. Retrieved November 28, 2017.
  69. ^ "Toys"R"Us Children's Fund and Company Make Generous Donations to Give Kids The World". Give Kids The World Village. Retrieved November 28, 2017.
  70. ^ "Join Toys "R" Us and Babies "R" Us in supporting St. Jude". Retrieved December 14, 2017. {{cite news}}: Cite has empty unknown parameter: |dead-url= (help)
  71. ^ Lombardi, Candace (May 11, 2011). "Toys 'R' Us building massive rooftop solar project". CNET. Retrieved December 1, 2012.
  72. ^ "Toys R Us to open 21 new stores before year ends". Yahoo.com (Associated Press). August 23, 2011. Retrieved December 1, 2012.
  73. ^ d'Innocenzio, Anne (Associated Press) (December 16, 2007). "Toys R Us CEO vows to push toy safety amid slew of recalls". The Post and Courier. Retrieved December 1, 2012.
  74. ^ "Safety". toysrus.com. Retrieved December 1, 2012.
  75. ^ Kavilanz, Parija B. (September 12, 2007). "Mattel CEO contrite before Senate". CNN. Retrieved December 1, 2012.
  76. ^ "Toys 'R' Us, Wal-Mart boosting safety standards". MSNBC (Associated Press). February 15, 2008. Retrieved December 1, 2012.
  77. ^ Verdon, Joan (March 26, 2014). "Toys 'R' Us: New game plan or same toy story?". NorthJersey.com.
  78. ^ Wilson, Marianne (March 26, 2014). "Toys 'R' Us posts Q4 loss; store updates part of new 'transformation' strategy". Chain Store Age.
  79. ^ Wilson, Marianne (March 27, 2014). "Toys 'R' Us to update U.S. store base; creating store of the future". Chain Store Age.
  80. ^ This Christmas could be make-or-break for Toys "R" Us. Matt Phillips. Quartz News. November 2013. Retrieved May 10, 2014
  81. ^ Toys R Us Creates Hell On Earth With 87-Hour Christmas Marathon. Krystina Gustafson. The Huffingtonpost. December 2013. Retrieved May 10, 2014
  82. ^ Toys R Us to stay open for 87 hours straight. Krystina Gustafson. NBC News. Retrieved May 10, 2014
  83. ^ Times Square Toys "R" Us stays open 24/7 Archived May 12, 2014, at the Wayback Machine. MyFox New York Staff. Fox News. December 2013. Retrieved May 10, 2014
  84. ^ Cloudy Forecast for Holiday Spending Prompts More Promotion Stuart Elliott.The New York Times. October 2013. Retrieved May 10, 2014
  85. ^ Retailers extend hours to help time-crunched shoppers. Mike Snider. USA Today. December 2013. Retrieved May 10, 2014
  86. ^ Toys "R" Us to Hire 45,000 Employees Nationwide in Advance of 2013 Holiday Shopping Season. PR NewsWire. Retrieved May 10, 2014
  87. ^ Toys R Us holiday hiring same as last year. Emily Jane Fox. CNN Money. September 2013. Retrieved May 10, 2014
  88. ^ "History – About Us – Toys"R"Us, Inc". toysrusinc.com. June 1957. Retrieved November 7, 2017.
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