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

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.
Publish date:
Social count:

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.”


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.