Meet Tru Kids.

We’re the proud parent of beloved brands.


Established 1948

Geoffrey the Giraffe

Established 1965

Established 1996

Star Brands

Our star brands are globally-recognized household names.

Star Brand


The Champions of Play

Toys“R”Us is a star brand in the Tru Kids family. For over 70 years, Toys“R”Us has celebrated the joys of childhood with kids of all ages.

Star Brand


Trusted Resource for Families

Babies“R”Us is a star brand in the Tru Kids family. For over 30 years, it has been known for its knowledge of families and keeping baby happy and healthy.

Star Brand

Geoffrey the Giraffe

Our Beloved Mascot

Geoffrey is a star in the Tru Kids family. He’s been a beloved mascot for over 50 years. Adored around the world, he invites kids of all ages to play and have fun.

Consumer Brands

Our consumer brands include many kids-and-parent-focused products.

  • Plush wildlife from around the world for little ones to find their new best furry friend.

  • From prehistoric animals to mythical creatures, Animal Zone toys let kids discover the planet and have untamed fun.

  • Avigo brings hours of outdoor fun to every kind of rider, from first timers to full-fledged daredevils.

  • Delight little ones with Bruin toys that keep them laughing and learning about colors, shapes, and sounds.

  • Little ones transform into princesses, ballerinas, and more so they can explore their imagination and build confidence.

  • Engage kids in discovery and learning with a full range of STEM-focused microscopes, telescopes, and lab kits.

  • Land, air, and sea vehicles that let kids sit in the driver’s seat and feel the thrill of being in control.

  • Play pretend with durable, timeless toys designed to give kids true freedom and explore infinite possibilities.

  • Engage and entertain children while building confidence in their ability to complete everyday tasks.

  • Watch ’em build independence, construct confidence, and have a blast with Just Like Home Workshop toys.


  • Fashionable dolls that help teach confidence, sharing, and self-acceptance to young girls everywhere.


  • Timeless, high-quality baby essentials that provide parents with a one-stop-shop they can rely on.

  • Wholesome, value-priced family games and entertainment for kids from three to 100.

  • Cool down on hot days with water toys, beach necessities, and bubble fun and enjoy outside all summer long.

  • Toys that help develop balance, teamwork, critical thinking, and fine motor skills while getting kids outdoors.

  • Kits and sets that let kids make friendship bracelets and find their inner fashionista.

  • Toys made for anyone who wants to save the day from villains and dangerous situations. 

  • Dolls that help develop positive self-expression, empathy, and the reward of loving and caring for others.



Year Established




Branded Stores


Years Heritage

We’re the new kids.

But we also build upon 70 years of history.


Our leadership team has decades of experience as brand operators.

Yehuda Shmidman

Chairman & CEO, WHP Global

Effy Zinkin

COO, WHP Global

Stanley Silverstein

Chief Commercial Officer, WHP Global

Matt Finigan

CFO, WHP Global

Jamie Uitdenhowen

Executive Vice President

Kim Miller Olko

CMO & President Toys“R”Us Studios

Mary Cacciacarne

Vice President, Consumer Brands & Merchandising

Gary Haas

Vice President, eCommerce

Simon Cartey

Vice President, Store Design & Innovation


Read new articles and press below. For fact sheet and interview requests, contact us.

19 Aug 2021

Macy’s and WHP Global Partner to Bring Universally Beloved Toys”R”Us Brand Back to American Shoppers

Beginning today, Macy’s customers can experience the expansive assortment of Toys”R”Us products online exclusively at and, powered by Macy’s digital and fulfilment ecosystem  ...

15 Mar 2021

WHP Global Acquires Controlling Stake in Toys“R”Us

  WHP becomes significant shareholder in parent company of Toys“R”Us and Babies“R”Us   Iconic toy and baby brands will be managed by WHP   Brands generate...

29 Oct 2020

Toys“R”Us® Unwraps Its 2020 Holiday Hot Toy List

Tru Kids Brands™ (“Tru Kids”), the proud parent of the Toys”R”Us® brand, today relaunched its annual Geoffrey’s Hot Toy List for the 2020 holiday season. As the leading authority on...