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The Rise and Fall of Toys 'R' Us (2018)
The retailer turned everyone into a “Toys ‘R’ Us kid”… by driving its competition out of existence.
As Japan rebuilt its economy, it began to produce , like tin robots and cars and stuffed animals, that Lazarus purchased cheaply and in bulk. And in the early 1980s, the store’s TV spots became even more iconic with a catchy jingle that featured a self-identified “Toys ‘R’ Us kid” who didn’t want to grow up. Worried about competition from Wal-Mart and Amazon, executives began to winnow the number of toys the store carried and focus even more on slashing prices.
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