Toys “R” Us SWOT Analysis

As per Company website – Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands.


• Toys “R” Us has approx 1560 stores nationally and internationally which includes Europe,Asia,Africa,Oceania and Canada.

• The Flagship store in New York is the largest toys store in the world.

• Toys “R” Us is largest toy-centered retailer.

• Toys “R” Us is second largest overall toy retailer in overall United States.

• The Company is operating since 1948 which is the positive point.

• It has been popular brand among the people specially in Unites States.

• Toys “R” Us also running other chains and businesses.

• Better usage of technology in terms of online presence on Internet.

• Always offer new toys to customers.

• The company is growing fast and developing new market.

• Employees are hardworking and trained.

• People can purchase online through Toys R US Website.


• Company still keeping the product and business area on hand which are not profitable.

• Safety concerns on the products.

• It is hard for the company to gain the number 1 position in the market.


• The Company website can be further improved by making it more user friendly and informative.

• Marketing of  existing product in current and new markets.

• Joint ventures with other companies to capture international market


• Fierce competition in the market from Wal-mart, Amazon and others.

• Variation in the economy of countries in which company is operating.

• Security of Toys “R” Us due to terrorism.

• Tariffs and taxes

• Entry of new players in the market.

• Online games and social networking sites may divert the interest of kids.

• Chinese Companies manufacture low cost toys and offering these in different part of the world.

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