This page only shows primary logo variants. For other related logos and images, see:
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| 1948–1957 | 1957–1967 | 1967–1968 | 1968–1972 | 1972–1976 | 1976–1980 |
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| 1980–1986 | 1986–1998 | 1998–1999 | 1999–2007 | 2007–2018, 2021–present | |
Toys "R" Us (stylized as Toys "Я" Us and formerly Children's Supermart) is an international retail chain of toys, apparel, and baby products owned by Tru Kids, Inc. (doing business as Tru Kids Brands) and several others. It was founded in April 1948 and is headquartered in Wayne, New Jersey, in the New York metropolitan area.
Children's Discount Supermarts
1948–1957
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In 1948, the late Charles P. Lazarus founded Children's Supermart.
1957–1967
In 1957, the "Toys "R" Us!" name was introduced, but was originally used as the store's slogan. The "Я" character, found in Cyrillic, was unintentional, as it was used to give the impression that a child wrote it. The "Я" character was also found in the other words, which are the "CHILDЯEN's" and "SUPEЯMARTS" texts. Also, the word "DISCOUNT" was added to the name (but non-official). Starting in 1965, "Geoffrey the Giraffe" was created as an official mascot.
Toys "R" Us!
1967–1968
In 1967, the store name and slogan switched places, so now "Toys "R" Us!" appears as the name of the store and "The Children's Discount Supermart" serves as the slogan.
1968–1972
The logo changed to a more jumbled-up look as opposed to previously being straight. Also, the 'Y' became lowercased.
In 1971, the Children's Bargain Town USA stores in the Chicago area were converted to Toys "R" Us stores and adopted "The Children's Bargain Town!" as their new slogan. Toys "R" Us would continue to use the slogan up until the early 1980s.
1972–1976
Starting in 1972, the logo's typeface became a bit bolder and refined, as well as becoming straighter and more uniform.
Toys "R" Us
1976–1998
1976–1980
In 1976, the logo received a new color scheme, and the exclamation point was dropped.
1972?–1980 (secondary), 1980–1986
In 1980, the logo received another color scheme. This logo was discontinued in 1986 for a different coloring, but a few older locations would continue to use it until 2018. Although introduced properly from 1980 onwards, some very old locations used the same color scheme through the 1970s, with a slightly altered color palette. It was also seen in commercials as early as 1972.
1986–1998
In 1986, the logo's color scheme was modified once again. Although this logo was discontinued in 1998, it was still used at some locations until 2018. In some signage, it was displayed as "Geoffrey's Toys "Я" Us".
1998–2007
1998–1999
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On September 1, 1998, the 1986 logo was modified to include a yellow star outline surrounding the "Я". This was short-lived, however, and may have been intended as a transitional logo or a placeholder one for below. This was seen in some locations, including those in Canada.
1999–2007
Within a year in 1999, the star was changed to blue and lost its yellow outline. This logo was discontinued in 2007, but continued to be used at some locations until 2018.
2007–2018, 2021–present
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The logo once again changed on September 22, 2007. The first 'S's color scheme was finalized to a red version, and there's also a slight change to the 'T', the 'O' and the two 'S's. The sizes of the characters now alternate as well (though this wasn't carried over into sister chains like Babies "R" Us and Kids "R" Us (in Japan)). The star became smaller, white, and moved to inside the 'Я', in which that was made larger, with its color scheme finalized again from yellow to blue (like the 1976 logo), and the quotation marks were dropped from the 'Я'.
On June 29, 2018, due to bankruptcy, all Toys "R" Us stores were closed down in the United States. On January 20, 2019, parent company Tru Kids Brands was formed to be the new owner for Toys "R" Us and Babies "R" Us everywhere except for Canada, parts of Europe, and parts of Asia, where the brand was sold to third parties.
On Thanksgiving Day 2019, two mall-sized Toys "R" Us stores opened in Westfield Garden State Plaza in Paramus, New Jersey, and at the Houston Galleria. They had originally planned to open more locations, but those plans were cancelled and both locations closed in 2021 due to the COVID-19 pandemic. Toys "R" Us also had an e-commerce shop in a partnership initially with Target but later with Amazon, with the partnership continuing up until 2021.
On March 15, 2021, WHP Global acquired a controlling stake in Toys "R" Us. There are plans to reopen Toys “R” Us stores across the United States, which would likely consist of flagship stores, pop-ups, existing retail stores, mini stores, and/or airport stores. Toys "R" Us currently has a partnership with Macy's to dedicate sections of select Macy's stores to the Toys "R" Us brand. They have created a TikTok account and have opened a handful of stores, including two flagship stores in New Jersey's American Dream Mall in 2021 and Minnesota's Mall of America in 2023.
External links
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Toys "R" Us |
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Toys "R" Us
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| Part of Tru Kids, Inc.
International chains Future locations Defunct Brand Items  |
| Brands Toys "R" Us | Babies "R" Us | Geoffrey's Toy Box
Former brands  |
| Portfolio companies AMC Theatres | Bain Capital Ventures | Burger King | Burlington | Dollarama | Domino's | Dunkin' | HD Supply | iHeartMedia, Inc. | Michaels | Staples | Valeo Foods | Virgin Australia Holdings | Virgin Voyages Defunct/former/divested companies  |