The rebrand of Toys R Us blends nostalgia with a fresh, modern identity to reconnect with today’s families. It emphasizes community, affordability, and becoming a culture that creates a welcoming space for all. A refreshed logo, updated visuals, and the evolution of Geoffrey - along with the introduction of Sammy the sloth, strengthen personality and emotional connection. Overall, the rebrand aims to restore Toys R Us as a culturally relevant family centered brand that creates lasting memories for a life time.
Brand Mission Statement
At Toys “R” Us, we honor the nostalgia of childhood while reimagining play for a new generation. We are committed to bringing families together through imaginative, engaging, and affordable experiences that inspire creativity, spark connection, and make every moment of play unforgettable.
Modern + Emotional
We create joyful play experiences that blend childhood nostalgia with modern imagination, bringing families together through fun, creativity, and affordable access to play.
Simple + Corporate
Our mission is to make play meaningful and accessible for every family by delivering trusted toys, memorable experiences, and moments that inspire connection and imagination.
