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              Meet Tru Kids.

              We’re the proud parent of beloved brands.


              Established 1948

              Geoffrey the Giraffe

              Established 1965

              Established 1996

              Star Brands

              Our star brands are globally-recognized household names.

              Star Brand


              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.

              Star Brand


              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.

              Star Brand

              Geoffrey the Giraffe

              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.

              Consumer Brands

              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.



              Year Established




              Branded Stores


              Years Heritage

              We’re the new kids.

              But we also build upon 70 years of history.


              Our leadership team has decades of experience as brand operators.

              President & CEO

              Richard Barry

              Vice Chairman

              Yehuda Shmidman

              CFO & Treasurer

              Matt Finigan

              EVP, Global Licensing & General Counsel

              James Young

              Chief Human Resources Officer

              Kara Ekert Sabino

              SVP, “R” Consumer Brands

              Jean-Daniel Gatignol

              Deputy General Counsel & Secretary

              Jason M. Barr

              VP, Store Design & Compliance Management

              Simon Cartey

              Executive Director, Wholesale Operations

              Mary Cacciacarne

              Executive Director, Trend & Partner Management

              Rich Ryan

              Executive Director, “R” Consumer Brands

              Elizabeth Meleas

              Executive Director, Marketing & Digital

              Gary Haas

              Assistant Controller

              Diane Schwarz

              Executive Director, Tax

              Michael Burke


              Read new articles and press below. For fact sheet and interview requests, contact us.

              18 Jul 2019

              Tru Kids Brands? Bringing Toys“R”Us? Stores Back to the United States

              Tru Kids partnering with b8ta to bring reimagined Toys“R”Us stores to U.S. kids and families; will apply b8ta’s experiential retail model to create a playful in-store...

              05 Jun 2019

              Iconic Toys“R”Us? and Babies“R”Us? Brands Return to Australia and Launch in New Zealand, Heralding an Exciting New Era in Play Experiences

              Tru Kids Inc, the US-based parent company of Toys“R”Us and Babies“R”Us, and Hobby Warehouse Pty Ltd in Australia today announced an exclusive licensing agreement which will...

              11 Feb 2019

              Toys“R”Us Emerges with New Vision, Team & Global Strategy

              PARSIPPANY, N.J., Feb. 11, 2019 /PRNewswire/ — Toys“R”Us? has officially emerged as a new company, with new leadership and a new vision to deliver the magic...

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