Toys“R”Us® Private Brands
As the world’s leading dedicated toy retailer with merchandise sold in 38 countries and jurisdictions,
Toys“R”Us, Inc. has unique global insight to stay ahead of emerging trends and identify the hottest toys
entering the market. With thousands of exclusive products marketed under its private brands, Toys“R”Us®
delivers affordable, quality playthings that reaffirm the company’s specialist position. Toys“R”Us continues to
innovate through its collection of exclusive merchandise, expanding into new categories and offering one-of-akind products only found at Toys“R”Us stores and online at Toysrus.com.
Animal Planet®, a Toys“R”Us exclusive collection of licensed toys, celebrates the
diversity and wonder of animal life, while engaging a child’s natural curiosity about
the many species that have roamed the Earth. Realistic details drive Animal Planet’s
ability to incorporate learning and fun, bringing meaningful play experiences to kids
with their favorite animals. Ranging from playsets and foam animals to radio-controlled
creatures and more, Animal Planet toys provide hands-on learning experiences for little ones to take part in
the natural world brought to life by the popular television network brand.
The Avigo® brand first rolled into Toys“R”Us stores in 2008 and is now one
of the company’s top brands. The Avigo line features a wide selection of
items and styles, offering the latest trends for all things wheels, including electric ride-ons, bicycles (for kids
and kids at heart), scooters and skate products, as well as safety gear, such as helmets and pads. Avigo has
been a customer favorite since its introduction, due to its focus on play, safety and value.
Blast® brand dart blasters are designed to deliver high-powered indoor and outdoor
affordable, sporting play. Automatic, rapid-fire action, battle-ready, multi-foam dart
cylinders, disc shooters, gatling-style launchers and long distance, foam toy bowand-arrow sets are available in a wide range of styles that appeal to adventurous
kids and budget-savvy parents.
Bruin® and Bruin® Baby brands feature vibrant colors and sounds with a distinctive
assortment of toys that inspire interaction and build upon
traditional play at each developmental milestone. The
collection of durable vehicles, playsets and role-play toys,
as well as musical, simple learning and bath products, offer
children endless opportunities for safe, developmental fun,
at an exceptional value for parents and gift-givers.
Introduced in 2012, Boo!™ offers parents an affordable line of classic Halloween
fashions for infants, toddlers and big kids. Available in stores and online throughout
the Halloween season, the collection includes children’s costumes, treat bags,
accessories and more, providing little ones and families with the essentials they need
to Trick“R”Treat in style and enjoy a spooktacular Halloween.
There’s festive holiday joy for everyone with the Toys“R”Us Cheer!™ product
assortment. Designed to provide gift-givers and those looking to add a little extra
merriment to their homes with a one-stop shop for all their holiday needs, Cheer!
features a range of items that help spread merriment, including holiday stockings,
festive hats, Christmas trees, ornaments, gift wrapping accessories and more.
Little ones are transported to an imaginative world of fantasy through the Dream
Dazzlers® line of original dresses and toys. This cohesive collection of role-play and
dress-up accessories and musical instruments, allow young fairies, princesses, rock
stars, ballerinas and more to create their own fairy tales and adventures. Fostering
imagination through whimsical play, the Dream Dazzlers collection helps develop an
individual sense of style, confidence and social interaction.
One of the first established, exclusive brands from Toys“R”Us, Edu Science®
delivers affordable, high-quality science toys, including microscopes, telescopes
and more, to young explorers who want to discover the world through hands-on fun
and educational experiences. With a wide array of learning and enlightening toys,
kits and playsets, Edu Science allows kids to set up their own activity labs, whether
they are interested in natural sciences, botany, physical sciences or chemistry. The
collection of Edu Science products is designed with kid-friendly features that make
science come alive and instill a sense of accomplishment.
The FAO Schwarz® line of toys and collectibles is inspired by the brand’s deep
roots in quality and innovation, with each piece carefully selected and designed
to complement its collection of timeless offerings. Toys marketed under the
trusted FAO Schwarz brand name can be found online at FAO.com, as well as
at Toys“R”Us stores across the country and online at Toysrus.com.
The Fast Lane® brand of “all things on wheels” provides fuel for adventure among kids
of all ages with speed, action and excitement. The collection of authentic vehicles,
track sets and accessories spans remote- and radio-controlled vehicles, diecast
car sets, road race sets and light and sound vehicles. Fast Lane includes the latest
remote-controlled and battery-operated technology, all available for a great value.
The Happy Together™ Dollhouse line by You & Me® features beautiful dollhouses with tons of
space and hidden places for pretend play. Little ones will love decorating their play homes with a
variety of stylish basic and deluxe furniture sets.
The Home Depot® licensed line of exclusive toy tools and accessories gives young
workers a safe and educational introduction to different types of hands-on equipment and
their uses, while enabling kids to emulate their parents at home! These interactive learning
toys include workbenches, chain saws, trimmers and power tools, which function with
lights and sounds, giving children a real sense of tackling a project at home with mom or
dad. The Home Depot collection of toy tools is sturdy, long-lasting and promotes creative
play, dexterity and family bonding.
Customers on the hunt for affordable gifts to fill their little one’s Easter baskets need
look no further than Hop!™ Offering an egg-stra special assortment of bright and colorful
baskets, toys, accessories and more, Hop! has everything families need in the Spring for
a fun, festive Easter celebration.
A destination for year-round learning, discovery, creativity and exploration,
Imaginarium® and the Universe of Imagination™ represent the largest
segment in the Toys“R”Us private brands portfolio. This collection of timeless
educational toys has been designed for hands-on, open-ended play for
children ages 18 months to 6 years. The brand offers classic wooden toys
and puzzles, wooden train sets and tables, dollhouses and role-play, art
easels and creative activities and skill-building learning products.
This line of award-winning, 18-inch Journey Girls® dolls and
accessories appeal to stylish and independent kids who are
adventurous. The seven Journey Girls – Callie®, Mikaella®, Meredith®,
Kyla®, Chavonne®, Kelsey® and Dana® – create a story of best friends
who love to see new sights and explore new worlds while staying in touch. The collection embraces the spirit,
diversity and beauty of 21st century kids through dolls and accessories thoughtfully designed to inspire and
accompany their kid ‘owners’ on their own journeys.
Just Like Home® combines everyday activities with realistic
details that allow children to mimic important, grown-up tasks
like shopping, cooking and housekeeping. Combining detail with
functionality, this affordable “at-home” role-play collection of toys includes kitchens, cookware and dishes,
appliances, food, shopping accessories and housekeeping items.
Characterized by quality, value-based offerings, Pavilion® delivers a comprehensive
assortment of classic games that foster positive family interaction and communication.
The brand features classics for kids of all ages, including Checkers, Chess,
Backgammon and Dominoes. In addition, casino-inspired and table top sports games
are available for “big kids” as well as travel sets that offer several games in one.
Dedicated to fun in the sun, Sizzlin’ Cool® helps families create enduring memories
of favorite outdoor activities at a value offering that can’t be beat. Whether it’s
cooling down in the pool or under a sprinkler, having a blast with a water blaster,
or playing in the sand with buckets, tools, and sand molds, Sizzlin’ Cool provides
families with a wide variety of toys and activities to enjoy in the backyard, at the
beach and beyond.
Playing outdoors is no longer just about the hot summer months. Thanks to the SnoPlay™
product assortment, which includes sleds, snowboards, snow tubes, flying dics, snow
brick maker, kiddie shovel and toboggans, kids of all ages will want to throw on their
warm gear and head outdoors for an exciting winter experience.
Stats® is a value sports and activity brand that offers the latest
indoor and outdoor sporting good items and games that kids love for
recreational play, while also aiding them in their development. For
spring and summer, Stats has kids covered with outdoor games and
activities such as golf, soccer and t-ball sets, popular backyard game sets such as volleyball, croquet and
bean bag toss, as well as trampolines, pogo sticks and racquet sports items, including tennis and badminton.
For times when the weather isn’t the best, Stats provides indoor activity ideas with game tables, dartboards,
bowling sets, indoor basketball systems, foam mats and much more.
Totally Me!® offers tweens ages 6 to 12 the ability to showcase their creative styles with
a full range of trend right lifestyle crafts. The fashion-forward Totally Me! collection of
trend-inspired craft kits and accessories was created to appeal to an array of interests
geared toward “make your own” and “design it yourself” themes.
The “R”Us® Plush collection of realistic, whimsical soft toys are perfect
for kids of all ages to cuddle. Friendly looking faces coupled with quality
fabrics and simple designs bring dogs, cats and horses, as well as farm,
jungle and sea creatures to life, while offering puppets and jumbo animals
a “huggable” appeal.
True Heroes® is the company’s foremost action figure and role-play brand dedicated to
creating an environment that appeals to kids of all ages and interests. Highlighting heroes
and legendary characters of the past, present and future, True Heroes action figures,
vehicles, playsets and realistic role-play accessories offer long-lasting value.
The collection of You & Me® dolls and accessories are designed to exceed
the expectations of little ones who desire to take part in care-giving and
nurturing pretend play. The brand encompasses collectible, basic and
interactive baby dolls, talking dolls and twin dolls, as well as play accessories
such as car seats, strollers and matching You & Me doll clothing. The You &
Me assortment offers items that reflect the personality and imagination of every young child. As an extension of
You &Me, launching in Fall 2015, is the Baby So Sweet® collection of premium dolls & accessories.