Toys"R"Us, Inc. Corporate Vision and Values

At Toys“R”Us®, we love kids! Since the company’s founding more than 65 years ago, kids have been central to who we are and what we do. We approach our business operations with responsibility and integrity, understanding the trust parents place in us to do the right thing and act as a reliable partner as they navigate the various stages of parenthood.

It is our mission to bring JOY to the lives of our customers, whether they are kids or kids at heart. To achieve this, we are dedicated to making our stores easy to shop, serving as experts in the toy and baby products business and providing fair prices to our customers. These guiding principles shape our vision to be the EASIEST place in the world to find solutions at FAIR prices for kids and babies because we are EXPERTS and understand the joys and challenges of parenting.

“R” Strategic Pillars

In 2014, we began to implement our “TRU Transformation” strategy to deliver on our mission by asserting our position as THE toy and baby products authority and definitive destination for kid fun, gift-giving solutions and parenting services. The following strategic pillars are key to accomplishing these objectives: