Toys”R”Us Introduces Kids Private Brand Tablet

Toys”R”Us today announced it is introducing the first wi-fi tablet designed by the kids’ authority. Called tabeo, the Private Brand device is loaded with the content kids want, as well as safety features desired by parents. This 7-inch, multi-touch tablet features 50 free, preinstalled apps that were carefully selected to entertain and educate children, while helping them explore the Internet. Making online safety a top priority, tabeo was designed with integrated parental controls that offer the flexibility to customize levels of Internet access for each member of the family. Tabeo will be available exclusively at Toys”R”Us stores nationwide starting October 21 for $149.99 and is now available for pre-order online at More information may be found at

“Over the past year, we’ve spent considerable time talking to parents and children to determine what features and functions they really want in a kids’ tablet, resulting in tabeo,” said Troy Peterson, Vice President, Divisional Merchandise Manager, Toys”R”Us, U.S. “We are proud that tabeo offers robust and flexible parental controls that can help protect children as they surf the Internet, and we are pleased to offer the tabeo App Store, which features only kid-safe content carefully curated by the Toys”R”Us team.”

Entertain, Educate and Explore with tabeo
Designed to engage users, tabeo offers an entire world of content right out of the box. With an assortment of 50 free, pre-installed apps, kids and parents can immediately begin to use the device for entertainment, education and exploration. Each app included on tabeo was carefully selected by the tabeo team to ensure that it is kid-friendly and fun, including:

Games: With nearly 20 included games, like Angry Birds, Fruit Ninja, Cut the Rope, Temple Run, 100 Floors, Collapse!, Tiki Golf, Tiki Cart 3D and more, tabeo users are guaranteed to enjoy today’s most popular titles.

Education: Nearly 10 apps help children learn about letters, math, science and additional categories. Software installed on tabeo includes AlphaTots, Discovery Kids Putterbugs, Operation Math and TechCalc, along with five more learning apps.

Entertainment: Those ready to explore the world around them can find creativity, photography, cooking and activity apps, such as Putt Putt Zoo, Freddy Fish and the Stolen Shell, Camera App, and more than ten additional apps.

Books: Featuring an initial library, tabeo comes with iStorybooks, Candy Factory and Little Red Riding Hood.

Those interested in expanding the content on their tabeo will find more than 7,000 free apps to choose from, along with thousands of apps, available for purchase at the tabeo App Store. Available through the device, parents can easily load content onto tabeo through the App Store, which features software specifically selected by the tabeo team to ensure that everything available is high quality and kid-friendly.

App storage is also a snap with tabeo due to its 4GB of internal flash memory. For power-users, tabeo‘s memory is expandable through a micro SDHC slot.

Managing Internet Experiences with tabeo‘s Parental Controls
To help keep kids safe while exploring the Internet using tabeo‘s wi-fi capabilities, the device comes with a full suite of customizable parental controls. Adults can easily set tailored levels of security for up to eight users, allowing children of multiple ages to access different types of content. tabeo‘s filter can be set to block 27 predetermined categories of content, and parents can choose additional sites to block and can select specific online content to unblock.

Modifying accessible sites is as simple as clicking on a box within tabeo‘s controls or remotely, through the Internet. And, if children find a new site that they want to visit, they can send a request to their parent to unblock the specific webpage.

For parents who want to limit their child’s online time, tabeo can be set to only allow access on certain days or during certain hours. As an added bonus, if users bypass tabeo‘s built-in Internet browser, parents will receive an email alert to notify them that their children may browsing in an unfiltered environment.

An Ecosystem of tabeo Accessories
To help keep tabeo protected when dropped from low heights or when bumped into other objects, the device is shipped with a lime green bumper. Additionally, each tabeo comes with one USB cable and USB power adaptor to ensure easy connection to a computer or wall outlet for charging.

At launch, a suite of accessories created especially for tabeo, including bumpers in multiple colors, cases featuring kids-favorite licenses, docks and tabeo branded cables, will be available at Toys”R”Us stores nationwide and online at

tabeo will be available exclusively at Toys”R”Us stores nationwide beginning October 21 for $149.99. Customers interested in purchasing tabeo can now pre-order it online by visiting or

I love it when retailers take a risk and jump into difficult but potentially differentiating categories!

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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.