Toys R US Private Brands R’ Fun!

This past weekend my family and I made the trek across town to Toys R Us. With Christmas presents to exchange and gift cards in hand they were ready to shop. I can’t say that I have spent a great deal of time in a Toys R Us so the Private Brands took me by surprise. I wrote a post after the PLMA show that included Toys R Us Private Brands but I had no idea how heavily penetrated they would be. Private Brands are everywhere. Frankly it is impressive, toys are obviously a highly branded category and as the father of three children I can tell you that National Brands spend a lot of money convincing my children that their latest toy du jour is must have.

Here are a few of the brands I discovered.

And finally the Toys R Us now own the fabled toy store and brand FAO Schwartz and they carry an interesting choice of vintage and unusual toys in the FAO Schwartz brand.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.