About Toys "R" Us
Toys "R" Us is one of the most iconic toy retail brands in American history, founded in Washington, D.C. in 1948 and growing into a global toy retail chain that defined childhood toy purchasing for generations. At its peak, the brand operated nearly 900 US stores and made Geoffrey the Giraffe a beloved mascot alongside a wide selection of toys, games, bikes, and baby gear that made it the destination for holiday toy shopping across decades.
The company filed for Chapter 11 bankruptcy in 2017 and liquidated all US retail stores in 2018—one of the most widely covered retail closures in American history. The brand was subsequently acquired by WHP Global, which has pursued a phased retail comeback: a pop-up presence inside Macy's stores, a relaunched e-commerce platform at toysrus.com, and international licensing that kept the brand operational in other markets (Canada, Asia, Europe) through franchise partners.
Toys "R" Us's US relaunch at Macy's and toysrus.com positions the brand in a competitive toy retail market now dominated by Amazon, Target, and Walmart. The relaunched US operation has a smaller product selection than the legacy chain, and pricing is comparable to or above competing toy retailers. Comparing toys pricing across Amazon, Target, and Walmart is advisable before purchasing from the relaunched platform.
Quick Savings Tips
- The US brand has relaunched at Macy's stores and toysrus.com—selection is significantly smaller than the legacy chain
- Compare toy pricing against Amazon, Target, and Walmart before purchasing—the market is highly competitive
- International Toys R Us operations (Canada, Europe, Asia) remain more robust than the US relaunch
- Holiday season toy shopping benefits from checking multiple retailers simultaneously for the best price
- LEGO, Barbie, and hot holiday toy items sell out across all retailers—monitor stock at multiple sites