The one with the talking giraffe …
Founder Charles Lazarus called it “a supermarket of toys.” But as a kid walking into Toys “R” Us, I wasn’t thinking about comparisons to big box stores like Walmart. I was simply in heaven.
It wasn’t just that Toys “R” Us had every toy imaginable. It was also the brand’s association with the joy and innocence of childhood. Who among us doesn’t long for the days of being a Toys “R” Us kid?
But did you know …
1. “R” you paying attention?
Ever noticed how the “R” in Toys “R” Us is backwards? That little logo design detail was the brainchild of Charles Lazarus, who founded the brand that would become Toys “R” Us in 1948.
After starting with a focus on baby furniture, Lazarus decided to shift to kids’ toys in 1957. He designed the logo to give the brand a youthful feel — the stylized backwards “R” is supposed to look like a child wrote it.
2. It’s a bargain!
Why were parents flocking to Toys “R” Us to purchase toys for their kids? In addition to their massive selection, Toys “R” Us often had the best prices, too.
Maintaining an image of affordability was central to the brand’s success. When other stores upped the price of popular toys, Toys “R” Us would offer a discount instead.
When the game Simon debuted in the late ‘70s, for example, many stores tried to cash in by charging $30 or more for it. Meanwhile, Toys “R” Us was charging less than $20. Even if the stores made little to no profit on a splash hit like Simon, it created the impression that everything in the store was a bargain, leading to more sales.
3. Category killer
At one point, Toys “R” Us sold 18,000 different toys in 1,450 locations around the globe, controlling around a quarter of the world’s toy market. WOAH.
If you think that level of success sounds insane, so do retail historians (apparently that’s a thing). They’ve actually recognized Toys “R” Us as the first “category killer,” meaning that their domination of the toy market essentially drove the competition out of business. The big-box store formula also helped stores like Best Buy, The Home Depot, and Barnes & Noble become category killers in their respective retail categories.
4. Urkel? Is that you?
If all this Toys “R” Us talk is getting you nostalgic, get a load of this ad:
Not only does this commercial include the iconic Toys “R” Us jingle, it also features a number of notable child stars of the ‘80s, including Jaleel White, Lindsay Price, and Jenny Lewis. The ad was so popular that they remade it in the ‘90s, with most of the “Toys ‘R’ Us kids” from the original returning.
5. A surprising songwriter
“I don’t want to grow up, I’m a Toys “R” Us kid …”
Is it stuck in your head yet? That catchy jingle from the commercials was actually co-written in 1982 by James Patterson, who worked at an ad agency at the time and would later go on to become the world’s bestselling author. Considering the dark themes in many of his books (Along Came a Spider, Kiss the Girls, etc.), his creation of such a sweetly saccharine tune is surprising to say the least!
6. Paging Dr. G …
The catchy jingle isn’t the only memorable bit of Toys “R” Us branding. Their lovable mascot, Geoffrey the Giraffe, was another touchstone for kids through the years.
He actually started out as Dr. G. Raffe, the mascot for Children’s Bargain Town (the first store opened by Toys “R” Us founder, Charles Lazarus). Geoffrey became more widely known after making his TV debut in a 1973 commercial, and he was even shown to have a wife, Gigi, and two kids: Junior and Baby Gee.
7. Celebrity sibling
Geoffrey the Giraffe was portrayed as a sweet goofball when he first started appearing in Toys “R” Us TV spots. But in the early 2000s, he took on a smart, wisecracking persona voiced by Jim Hanks — as in Tom’s little brother. Jim actually sounds so much like Tom that he’s also been a substitute for Woody in a variety of Toy Story video games and spin-offs.
Wondering who played Geoffrey before Jim? It was Thurl Ravenscroft, whose deep, booming voice was also used for Tony the Tiger and “You’re a Mean One, Mr. Grinch” from Dr. Seuss’ How the Grinch Stole Christmas!
8. Times Square toy paradise
In 2001, Toys “R” Us decided to make a big splash in the Big Apple by establishing an international flagship store in Times Square. At over 100,000 square feet, it was a testament to all things toys — not to mention a wonderland for kids of all ages.
Everything felt supersized at the Times Square location. You could ride a 60-foot-tall indoor Ferris wheel, wander through a life-size Barbie dreamhouse, and see an animatronic T-Rex inspired by Jurassic Park. Before it closed in 2015, the store also added an arcade and a Willy Wonka candy shop.
9. Game on!
On November 15, 2001, hundreds of people lined up outside the Toys “R” Us Times Square store for a major event in video game history: the launch of the original Xbox console. Just after midnight, the store sold the first Xbox console — which was signed by Bill Gates, also in attendance for the event. Getting exclusive rights to a hotly anticipated gaming system’s launch at their recently opened, massive flagship store shows just how powerful Toys “R” Us was at the time.
10. Bringing it back
Toys “R” Us filed for bankruptcy in 2017, and the following year, all remaining locations were shut down. But that wasn’t the end for the iconic brand. Toys “R” Us relaunched in 2021 with a new store in New Jersey’s American Dream Mall, and a second location opened in the Mall of America in 2023. Time to plan a road trip for a dose of ‘90s nostalgia!
You don’t have to stop loving toys just because you grew up. Forward this to someone who will always be a Toys “R” Us kid.
Editorial: Ashley
Illustration: Nick