Lead: Toys "R" Us


Services: Retail, Toys, Hobbies, Baby Products

Geographic Scope: The company owns or licenses 866 Toys "R" Us and Babies "R" Us stores in the United States and Puerto Rico, more than 750 international  stores and more than 245 licensed stores in 37 countries and more than 245 licensed stores in 37 countries and jurisdictions.

Revenue: $5 - $10 Billion

Employees: 62,000 employees worldwide

Business Structure: Toys "R" us is privately held by investment firms KKR and Bain Capital Vornado Realty Trust.

Address: One Geoffrey Way Wayne, NJ 07470

Phone: 973.617.3500

Website: www.toysrus.com

Quick Links:

Toys "R" Us Supports Kids In Need With $100 Million Donation

Toys "R" Us Raises More Than $5.4 Million During 2016 Campaign To Benefit The Marine Toys for Tots Foundation

Toys "R" Us Joins St. Jude Thanks And Giving Campaign, Supporting Research And Treatment Of Childhood Cancer And Other Life-Threatening Diseases

Cause Marketing in the Real World: Toys "R" Us

Rivals to Target: 

Amazon, Wal-Mart, Target

Toy Store Directory by State & Nationwide Retailers

Toy Retailers Wiki

Company Description

Kids rule the aisles while parents tag along for the ride at Toys "R" Us. The company is one of the world's largest toy retailers despite losing its top position in the US to retailing behemoth its wares in more than 1,620 retail or licensed stores worldwide, as well Wal-Mart . Toys "R" Us sells as online. Of its 865-plus Toys "R" Us and Babies "R" Us stores in the US and Puerto Rico, the retailer operates nearly 225 juvenile stores and more than 210 side-by-side stores, which sell both toys and juvenile products. It also runs 250-plus smaller Express stores for seasonal times and operates the legendary brand, FAO Schwarz. Toys "R" Us is privately held by investment and real estate firms.

Consumer Profile

Meet Maria

Maria is a Hispanic or African American suburban homemaker in her mid-late 30’s that has a large network of friends and family that she influences on and offline. She is married with children ages 10 and under, is budget conscious and loves to consume mainstream media. When Maria does shop she is most likely to purchase apparel and toys for her children, and frequents Kmart and Walmart in addition to Toys "R" Us.

Consumer Philanthropic Affinities

Charitable Focus & Programs

Toys “R” Us Inc. is committed to making a positive impact on the lives of children and families. Through strategic partnerships and programs focused on keeping children safe and helping them in times of need, the company is dedicated to serving communities around the world as a caring and reputable neighbor.

Toys “R” Us Children’s Fund

The Toys “R” Us Children’s Fund is a public charity affiliated with Toys “R” Us Inc. Since its founding in 1992, the fund has contributed millions of dollars annually to various children’s organizations that support its key mission to keep children safe and help them in times of need. Primary fundraising activities include the annual Toys “R” Us Children’s Fund Gala, a private, invitation-only event that showcases the work of the Fund and raises money to support its many beneficiaries.

Employees Give Back

Members of the “R”Us team are encouraged to get involved in charitable causes in their local community, as well as support company giving programs.

In addition to volunteer opportunities available through the company’s signature philanthropic partners, the company collaborates with VolunteerMatch to provide employees with tools and information to find organizations in the communities where they live and work that share in the company’s mission. Whether volunteering on their own, participating in team-building activities with co-workers or engaging their children and families, the Volunteer Program makes it easy for employees to give back.

Geoffrey Fund

When Toys “R” Us, Inc. employees face financial challenges, the Geoffrey Fund can serve as a resource to help them in times of crises. Established in 1992, the Geoffrey Fund is a nonprofit organization providing monetary assistance to company employees affected by natural disasters or personal hardships. It is funded entirely by generous donations from Toys “R” Us, Inc. employees wishing to help fellow team members when they need it most.

Matching Gifts Program

While children are at the heart of their business, the company realizes that their employees also care about causes and organizations on a broader level. The company’s Matching Gifts Program is a wonderful way for Toys “R” Us, Inc. to partner with its employees to support causes that reflect their own personal interests and passions. To that end, the company will match contributions up to $1,000 annually made by employees to approved nonprofit organizations that keep children safe and help them in times of need; support the research, treatment, prevention and cure of diseases or disorders that impact families and children; and educational institutions.

Notable Charitable Partners


The Toys “R” Us Children’s Fund and Toys “R” Us, Inc. have partnered with Make-A-Wish® America – one of the world’s leading children’s charities, serving children in every community in the United States and its territories – for nearly 20 years to help fulfill wishes for thousands of kids facing life-threatening medical conditions. This year, Toys “R” Us expanded its work with the organization to create extraordinary birthday events for “wish kids” in selected stores across the country. Inconjunction with World Wish Day and the Make-A-Wish anniversary, Toys “R” Us provided these children with the ultimate celebratory shopping visit. In addition to these very special outings, the Toys “R” Us Children’s Fund and Toys “R” Us, Inc. have supported the mission of Make-A-Wish with more than $3 million to help even more children experience the magic of a wish.

The Marine Toys for Tots Foundation

The Marine Toys for Tots Foundation is the U.S. Marine Corps Reserve’s premier community-action program and one of the nation’s flagship Christmas charitable causes. As the largest retail partner in the history of Toys for Tots, Toys “R” Us is dedicated to delivering a message of hope and bringing the joy of Christmas to America’s less fortunate children. Each holiday season, cash and toy donations are collected in all Toys “R” Us and Babies “R” Us stores nationwide, and monetary donations are accepted online; as a result, Toys “R” Us, Inc. has raised nearly $48 million and collected 4 million toys during its 12-year partnership. All toys collected remain in the community where they are donated to benefit local children in need.

K.I.D.S. – Kids in Distressed Situations

K.I.D.S./Fashion Delivers, Inc., a 501(c)(3) nonprofit organization, unites retailers, manufacturers, foundations and individuals to provide new merchandise to families and people impacted by poverty and tragedy. Donated product, including apparel, accessories, shoes, home furnishings, toys, books, school supplies and other items, delivers hope and dignity to people in need through a network of community partners. Since 1988, the “R”Us family has given K.I.D.S./Fashion Delivers over $97 million in product donations from its Global Resource Center, distribution centers and stores in the United States. Additionally, the organization has received more than $1 million in funding from the Toys“R”Us Children’s Fund.

Save the Children

For more than a decade, Toys “R” Us, Inc. and Save the Children, the leading nonprofit working to ensure every U.S. child is healthy, safe and learning, have partnered together to bring awareness and much-needed funds to the organization’s early childhood development programs in the U.S. The recent in-store and online fundraising and awareness campaign hosted by the company, #PlayWithPurpose, focused on the importance play has during a child’s formative years. Toys “R” Us also provided “play packs” of developmental toys and information to help parents engage with their children through play. Donations from Toys “R” Us, the Toys “R” Us Children’s Fund and customer contributions, totaling more than $8 million have been provided to Save the Children in support of the organization’s early childhood programs in impoverished regions around the country since the partnership began. Additionally, the collaboration between Toys “R” Us and Save the Children has provided thousands of blankets to babies in need in the U.S.

First Candle

Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund have been longtime supporters of First Candle, one of the nation’s leading nonprofit organizations dedicated to safe pregnancies and the survival of babies through the first years of life. The organization’s areas of focus include research, education and awareness, advocacy and family support programs for sudden infant death syndrome (SIDS) and stillbirth.

Injury Free Coalition for Kids

Injury Free Coalition for Kids is a hospital-based, community-oriented injury prevention program focused on research, education and advocacy. Each of the organization’s more than 40 sites are led by a local physician, and injury prevention programs implemented at each site are based on the specific safety needs of that community. These include programs centered on bike and wheeled-sport safety, water safety, home safety and more. Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund work with Injury Free Coalition for Kids to provide grant funding for local safety initiatives across the country.

Keeping Babies Safe

Keeping Babies Safe is a nonprofit organization that provides education, assistance, advocacy and leadership in protecting babies against preventable injuries associated with unsafe sleep environments and unsafe cribs. Grant funding from the Toys “R” Us Children’s Fund has helped provide safe cribs to parents from economically-challenged environments through the organization’s partner hospitals and clinics nationwide. Since its inception, Keeping Babies Safe has provided more than 8,000 cribs and tens of thousands of educational materials to hospitals across the country.


KidsAndCars.org is a nonprofit organization that focuses on preventing injuries and death to children in or around motor vehicles. With support from Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund, the organization educates parents, caregivers, legislators and the public about the dangers of leaving children unattended in or around vehicles, including heat stroke, power window strangulations and low-speed, high-severity crush injuries like backovers and frontovers.

Shane’s Foundation NFP

Toys “R” Us Inc. and the Toys “R” Us Children’s Fund support Shane’s Foundation, a nonprofit child safety organization dedicated to preventing death and injuries from furniture tip overs through awareness, education and advocacy. The organization provides educational resources to local hospitals, pediatricians and safety groups across the country to inform parents and caregivers about tip-over safety.

Funding & Partnership Guidelines

Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund together focus their charitable giving on national organizations to better centralize their philanthropic efforts. In turn, these national partners allow them to help countless local charities in the communities we serve.

If your group is similar in focus to any of their current charitable partners please direct your requests to that national charity. All of our support for these particular causes will be centralized with these partners, and we would respectfully decline support to a local organization that overlaps efforts with a national partner.

In addition, please note the following restrictions:

  • They cannot offer grants or product donations to individuals or families. They can only give to tax-exempt, nonprofit organizations as defined by IRS Code 501(c)(3).
  • They will not support programs that do not focus their efforts on children’s issues.
  • They will not offer grants to individuals or groups for religious purposes.
  • They will not support capital expenditures, political or partisan programs, national ceremonies, memorials, conferences, fundraising dinners or lunches, testimonials or similar events.
  • They will not support organizations that discriminate on the basis of race, gender, gender identity, religion or sexual orientation.

Donation requests must be made in writing at least 90 days prior to the date in which the donation is needed. Please email TRUCF@toysrus.com with the information below (please do NOT send attachments of any kind):

  • TAX ID: Your tax ID number and the state where you are formally registered as a not-for-profit/tax exempt organization as defined by IRS Code 501(c)(3).
  • SUMMARY: A 200-word targeted summary about your organization, including what you do, who you help and where you receive your primary funding.
  • REQUEST: Your specific request (product or grant, the specific amount needed) and why the request is needed at this time.
  • WHO WILL BENEFIT: Who your request will help, including the age range of children who will benefit.
  • WEBSITE: Link to your organization’s website.

If they feel there is a potential opportunity, they will respond and request additional information and documentation.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled.