Our star brands are globally-recognized household names.
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.
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.
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.
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.
Our leadership team has decades of experience as brand operators.
CEO & President
CFO & Treasurer
General Counsel & Secretary
President, Toy Retail Showrooms
Chief Business Development Officer