With more than 65 years in the toy business and 564 store locations in the United States, Toys”R”Us® is known as the toy authority for generations of parents and children alike. Founded in 1948 by Charles Lazarus, Toys”R”Us revolutionized the principle of quality, value and selection and realized that success in the toy business meant focusing on the everyday shopper.

Today, Toys”R”Us embodies those ideals by focusing on a memorable shopping experience for customers through classic, in-demand and exclusive merchandise, unique feature shops and knowledgeable trained sales staff. Featuring its iconic mascot Geoffrey the Giraffe – who was introduced in February 1960, along with the catchy jingle, “I Don’t Want to Grow Up, I’m A Toys”R”Us Kid” – Toys”R”Us is one of the most recognized and beloved brands in the world.

With a strong commitment to providing a learning experience through play, the entry of Toys”R”Us into the rapidly growing educational and learning toys business was solidified with the company’s purchase of Imaginarium. Today, many Toys”R”Us stores in the U.S. feature an Imaginarium “boutique,” offering a broad selection of educational toys from category leaders that promote creativity, learning and “smart play.”

In 2001, Toys”R”Us opened its international flagship store in New York City’s Times Square, which quickly established itself as The Center of the Toy Universe. It quickly became one of the top tourist attractions in the Big Apple for families from around the world. The company closed the doors to its store in 2015, but is actively searching for another flagship location.

Toys”R”Us is continuously focusing on evolving to meet the needs of today’s customers. To further assist time-strapped parents during the holiday season, Toys”R”Us opened Express pop-up stores nationwide in malls and shopping centers as well as permanent Toys”R”Us Outlet locations across the country. The company also focuses on creating an in-store and online shopping experience with enhanced omnichannel offerings allowing customers to shop whenever, wherever and however they choose.

With millions of smiles achieved throughout the years, Toys”R”Us is proud of its legacy as the toy authority.

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