A Toys ‘R’ Us Live-Action Movie Is Coming … What is the History of the Beloved Toy Store?
For generations of kids, walking into a Toys ‘R’ Us felt like winning the lottery (especially if your parents told you that you could pick out whatever toy you wanted). Now, that feeling is heading to the big screen: Toys ‘R’ Us Studios is partnering with Story Kitchen to develop the first-ever live-action Toys ‘R’ Us movie, which is still in the early stages of development.
“Toys ‘R’ Us is a cultural touchstone that continues impacting the child in all of us today,” said Story Kitchen co-founders Dmitri M. Johnson & Mike Goldberg, announcing the project to Variety. “As ‘80s kids who considered Toys ‘R’ Us one of the most magical places on Earth, we’re honored to partner to create a film that will capture the spirit of adventure, creativity and nostalgia that Toys ‘R’ Us represents.”
Eugene Gologursky/Getty Images for Macy’s Inc.
The film is described as being in the same spirit as Night at the Museum, Back to the Future or Big, with elements of other toy-inspired adventures like Jumanji and Barbie. “As Toys ‘R’ Us’ first film, this project is an exciting opportunity to bring the magic of our brand to the big screen,” said Kim Miller Olko, president of Toys ‘R’ Us Studios. “It will be a journey as boundless as play itself, evoking the electric sense of wonder that is the essence of Toys ‘R’ Us. This story will capture the imagination, adventure and joy that has made Toys ‘R’ Us a destination for kids of all ages.”
The announcement marks a new chapter for the brand, which has undergone a dramatic evolution since its humble beginnings. Toys ‘R’ Us traces its roots back to April 1948, when Charles P. Lazarus opened Children’s Bargain Town, a baby furniture store in Washington, D.C. As the postwar baby boom created a surge in demand, Lazarus pivoted to toys, opening the first dedicated Toys ‘R’ Us store in Rockville, Maryland, in 1957.
Spencer Platt/Getty Images
With its backwards “R” logo and aisles packed with action figures, video games and stuffed animals, the brand, led by its mascot Geoffrey the Giraffe, quickly became a beloved part of childhood for millions. It was the go-to spot for Star Wars toys, Nintendo games, Cabbage Patch Kids and much more. By the ‘80s and ‘90s, the store was practically a rite of passage for American kids.
Despite its popularity, Toys ‘R’ Us began facing serious headwinds in the 2000s. The rise of big-box retailers like Walmart and online shopping chipped away at its dominance. In 2005, a leveraged buyout left the company with billions in debt, and by 2017, it filed for Chapter 11 bankruptcy. U.S. operations ceased by 2021, and countless once-bustling stores stood abandoned.
Yet the Toys ‘R’ Us name never fully disappeared. In 2021, WHP Global acquired a controlling interest and announced a comeback: over 400 mini-locations inside Macy’s stores and two major flagships, including one inside the Mall of America. The reboot was a reminder that even in our digital era, there’s still something magical about toy shopping in person, especially for children. Now, the company is betting that its legacy can translate to film.
Remind 
Kid Stuff
June 2018
Unleash your inner child by reliving your favorite kids TV shows, cartoons, toys and more!
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