Toys R Us Leads With Store Brands

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September 27, 2011

The nation's largest specialty toy store is heading into the holiday season with a bigger emphasis on store brands, including a catalog solely featuring items exclusive to Toys R Us and an integrate marketing campaign for private label.

Claiming, “differentiation is key,” the retailer hosted a media even in New York to showcase its exclusive brands in advance of the holiday shopping season. The 44-page catalog is now available online and the digital version includes approximately 350 exclusive items, including NERF N-StrikeSonic Series Blasters from Hasbro and City Central Train Table from Imaginarium.

Closer to the start of the holiday shopping season, the company will launch a series of television commercials featuring products exclusive to Toys R Us. Toys “R” Us is supporting its differentiated store brand offerings with a fully integrated marketing program that includes print advertisements, as well as in-store and online boutiques.

The retailer will once again operate Toys R Us Express locations in malls and shopping centers nationally this holiday season. The company views the express locations as a way to grow its exclusive brands business by expanding lines with new products and categories. It has also added a sourcing office in Shenzhen, China to further drive innovation and assist in bringing new store brands and products to market more efficiently.

Toys R Us’ store brand portofolio includes Toys R Us branded plush toys, Avigo bikes, Bruin toys for infants and pre-schoolers, Edu Science toys and kits, the FAO Schwarz brand, and the Imaginarium and Imagination line of discovery toys. Toys R Us also sells licensed lines from Home Depot and Animal Planet.

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