The retailer has revealed plans to launch a new baby doll range, as in-house brands account for 14 per cent of Toys R Us US sales.

US: Toys R Us sees success with in-house toy brands

Own-brand toys and games are among the products helping the toy giant Toys R Us to success in the US this year, accounting for 14 per cent of its total sales.

In a year of big brands and blockbuster movies, the toy retailer has detailed its plans to look in-house as much as focusing on branded products as a way of diversifying its offering.

Some of the internally developed lines expected to help the retailer to success include Journey Girls dolls, True Heroes action figures and educational toys under the Imaginarium brand.

Speaking with Fortune, the retailer has revealed that is plans to debut a new baby doll line later this year, joining its already popular You & Me brand.

“We are looking at private brands and branded products together to offer a more diverse assortment,” said Toys R Us chief merchandising officer, Richard Barry.

Journey Girls has already been on the Toys R Us shelves for five years, and in that time have sold nearly one million dolls globally.

“Every product has got to pay for its space on the shelf. Journey Girls is a very successful private brand, one that will have great longevity.”

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