Toys R Us

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!

Toys R Us

Toys\”R\”Us Dramatically Expands Babies\”R\”Us Branded Products

\"\"Wayne, NJ, based, Toys\”R\”Us today announced that it will offer a new infant feeding line of bottles and accessories, as well as baby gear, as part of the Babies\”R\”Us Private Brand. In addition, the company has expanded its assortment of Babies\”R\”Us branded bedding and room decor, food, formula, snacks and other essentials, and now offers customers more than 1,600 affordable, high-quality products from a brand they identify with and trust.
\”As the baby products authority, Babies\”R\”Us has long been the destination for preparing for the arrival of a new baby, offering parents a robust product assortment and knowledgeable associates to help them navigate this exciting, but often intimidating, time in their lives. With the expansion of our line of Babies\”R\”Us-branded products, that same reliability is found in new lines of quality items that make parenthood easier from infancy through childhood,\” said Larry Azar, Vice President, Product Development, Juvenile and Apparel, Toys\”R\”Us, Inc. \”For the company, the expansion of Babies\”R\”Us-branded products provides a true competitive point of difference as we further our initiative to offer products that are not available anywhere else.\”
Items included in the Babies\”R\”Us branded product lines offer the same quality parents expect of national brands, at an affordable price point. Highlights of new and expanded lines under the Babies\”R\”Us brand name include:
Infant and Toddler Feeding: A new line of bottles and accessories called \”Purely Simple\” will be available in mid-August, both online at and in-store in the feeding aisle of Babies\”R\”Us and Side-by-Side stores nationwide. Product display signage will serve to educate parents on the features and benefits of the bottles, which are available as single bottles and packs of three, in both five and nine-ounce sizes. Slow, medium and fast flow nipples will also be available in packs of two. Expectant parents will find all of the essentials needed in the Infant Starter Set, which includes two five-ounce bottles with slow flow nipples, two nine-ounce bottles with slow flow nipples, one pacifier for babies zero to six months and one bottle and nipple brush. To make mealtime a breeze, Babies\”R\”Us now offers a bottle warmer for heating milk or formula to the optimal temperature, and a range of items for cleaning and sterilizing bottles and feeding accessories. A food processor to make homemade purees is also available.
From newborns to toddlers, and even to families, Babies\”R\”Us offers a wide selection of nutritious formula, food and snacks. For babies, the company offers ready-to-feed milk-based formula, and seven different types of powdered formulas, including soy-based, newborn milk-based, next stage milk-based, gentle milk-based, advantage milk-based, premium milk-based and lactose sensitive, as well as rice and oatmeal cereals. For older babies, a dozen unsweetened and unsalted, all natural fruit and vegetable purees with no artificial ingredients are available. Parents of toddlers will find an assortment of puffs, little wheels, little munchers, yogurt fruit bites and even animal crackers, to satisfy their little ones\’ snacking needs.
Babies\”R\”Us also offers hundreds of styles of bibs and burp cloths for everyday meals, as well as dozens to celebrate holidays such as Halloween, Thanksgiving, Christmas and Easter.
Bedding and Room Decor: Babies\”R\”Us has expanded its assortment of crib and bassinet sheets with approximately 100 different sheets in varying fabrics, colors and patterns. In Babies\”R\”Us stores nationwide, new displays feature swatches of each different fabric available. Parents and gift givers can touch and feel the sheets before purchasing them to select the sheet that best suits their baby\’s needs – choosing from percale, knit, sateen, flannel, tencel, organic and brushed fabrics.
This year, the company is also bringing its assortment of blankets, room decor and organization items, formerly under the \”Koala Baby\” and \”Little Boutique\” labels, together under the Babies\”R\”Us brand. Room decor is available in several themes, as well as solid-color pieces to correspond with any style options, and includes lamps and shades, nightlights, light switch covers, customizable alphabet and other wood wall art and wall decals. To keep the nursery organized from floor to ceiling, Babies\”R\”Us offers space-savers such as wicker baskets, nylon and canvas storage bins, hampers and hanging closet organizers in various sizes, colors and patterns, including those to match the room decor themes.
At Home Must-Haves: Since keeping babies safe and comfortable at home is parents\’ top priority, from the first night in their crib to when they\’re suddenly moving and scooting all over, Babies\”R\”Us offers a deluxe wood stairway gate, black and white and color video monitors, cabinet and drawer latches, corner guards and other in-home safety items. In addition, a metal step and release gate, secure stairway gate and 6-panel play yard from Babies\”R\”Us will be available this fall to help parents keep curious tots from getting into areas they shouldn\’t.
Gear on the Go: From basic umbrella strollers for quick errands to a new selection of high-end strollers, the Babies\”R\”Us brand offers numerous strollers to suit parents\’ and babies\’ needs – most with several fabric choices for little ones to ride in style. Convertible car seats also available under the Babies\”R\”Us brand and manufactured by Safety 1st can accommodate infants and toddlers from 5 to 65 lbs. Babies\”R\”Us will continue to introduce new baby gear items in the coming months.
Rhapsody Gear Collection – Style at Home and On-the-Go: For stylish parents and kids, Babies\”R\”Us has introduced a complete line of baby gear in its on-trend Rhapsody collection, including a stroller, car seat, high chair and play yard. Produced in partnership with Baby Trend, the entire line features sophisticated red and gray tones, in complementary patterns and prints. The \”outdoor\” gear items sport a geometric pattern and the \”indoor\” gear items feature a safari print with adorable giraffes, elephants and lions.
\”B is for Bear\” Collection: Available this fall, the \”B is for Bear\” collection is not only gender-neutral, its muted tones make it easy to match to any nursery decor. \”B is for Bear\” includes a play yard, travel swing and bouncer, produced in partnership with Baby Trend, as well as several car seat accessories, such as a double headrest, strap covers, neck cushions and a carrier cover. For bathtime, the \”B is for Bear\” collection features a hooded towel with mitt, wash cloths and towel, all of which feature an adorable bear design. All bath items are 100% cotton woven terry cloth, with 100% cotton applique characters.
Apparel: To outfit the tiniest tots, the company offers Babies\”R\”Us-branded apparel in sizes newborn through 24 months. Primarily focused on layette and basic items, the line offers quality wardrobe essentials that are both adorable and affordable.
Everyday Essentials: The Babies\”R\”Us brand provides everything parents need to make bath time and beyond a breeze, from baby shampoo, oil, lotions and washes to toys for fun-time and towels and robes for dry-time. To clean everything other than baby, the company also offers an assortment of laundry detergents and dryer sheets. And, for the seemingly endless diaper changes, Babies\”R\”Us has wipes, value boxes of regular and supreme diapers, as well as training pants to help with the transition to the potty. Babies\”R\”Us \”Baby Blues\” diapers – faux denim diapers for both boys and girls that are sure to make for the most fashionable tots in town – are available in stores nationwide and online at With a multi-colored skull and crossbones on one version, and a pink peace sign on the other, babies are practically runway-ready.

Toys R Us

Toys R Us Leverages Private Brands for the Holidays

\"\"National toy retailer Toys R Us will focus this years holiday efforts on exclusive toys — like the Private Brand Air Swimmers Extreme, a helium-filled, radio-controlled shark that floats through the air — will do more to attract shoppers to its stores during the all-important holiday season.

Toys R Us has always offered exclusive toys, but this year it\’s \”dramatically\” expanding the number. They include Private Brand toys as well as those made by such national brands as Mattel Inc., Hasbro Inc.

The company also plans to increase promotions for its exclusives beginning with a 44-page direct mailing Friday promoting deals on 350 of them. Three TV ads to debut in October also will promote exclusives: Moshi Monsters, made by Spin Master, tiny collectible toys that tie into an online game (3-packs are $5.99); Trash Pack, collectibles from Moose Toys that come in tiny garbage cans ($2.99 to $19.99); and the Toys R Us Private Brand Air Swimmers Extreme ($49.99).

2011 Toys R Us


\"\"PACKAGE DESIGN MANAGER -Global \”R\” Us Brands
(Job Number:

\"\"The Packaging Manager reports to the Director Packaging Design, Global \”R\” Us Brands. The manager is responsible for overseeing the design process of all projects from inception through production, ensuring that final package meets strategic objectives. The key responsibilities of the Design Manager includes managing all aspects of the brand identity/package development process [including internal design work, managing outside agencies and/or freelance help] and working closely with the Product Development team to develop action plans to achieve the best creative solutions. The Manager also directs photo shoots and the tasks of the Hong Kong team to create production artwork.

  • Align own and team\’s efforts with R Us strategies and direction
  • Understand design trends and continually research online resources, competitive stores and non-industry packaging; proactively share information with team members
  • Support the expansion of the range of private label products across the division to achieve corporate sale growth, profit and productivity targets
  • Partner with Director on overall creative projects
  • Prepare comps, mood boards, or storyboards to prove-out or communicate vision
  • Participate in brainstorming meetings
  • Establish timelines for projects and maintain responsibility for completion dates
  • Work productively in the face of uncertainly while at the same time demonstrating flexibility and resilience in response to differing ideas and opinions regarding trends and design
  • Manage project scope with Brand Team to ensure assigned brands meet design strategies
  • Demonstrate accurate understanding of Guest needs/ requirements and continually searches for ways to improve services
  • Collaborate with the team, creating mutual respect and partnerships with others on the broader team
  • Accurately analyses the most critical facts needed to understand and solve problems, see trends and root causes and identifies solutions that best address them
  • Proactively share timely updates and information with team members and demonstrating accurate understanding of Guest needs/ requirements

Leadership/Talent Enhancement

  • Manage contracted production studios, freelancers and vendor artists; set clear objectives and manage schedule
  • Art direct photography and manage photo crew

Make timely decisions that pertain to work flow in order to keep essential projects moving

  • Maintain ownership of creative process and development schedule, hold self and team accountable for outcomes
  • Develop and present new creations effectively communicating the strength and strategic advantage of the design
  • Proactively share time-sensitive updates and information with team
  • Provide \”express\” training to freelance staff brought in during heavy workload seasons
  • Take decisive, timely action to address important short-term and long-term issues
  • Create an environment in which people clearly communicate and readily share needed information
  • Hold self and team accountable for outcomes for achieving goals, complying with policies and procedures

Production Artwork

  • Build production mechanicals that fall outside the scope of the Hong Kong studios
  • Provide direction to the Hong Kong design team to produce timely and effective artwork; ensure all artwork adheres to Brand Style Guides, and maintains brand essence
  • Manage and review layouts and approval process through all touch points
  • Proofread copy and coordinate Spanish translations for all packages
  • Ensure proper warnings, markings and labeling appear on packages, in the correct size and as per the Brand manager\’s review of test report
  • Supervise and improve in-house and vendor packaging with a focus on improving the overall quality of TRU Store packaging standards


  • Design and develop detailed style guides for new or refreshed brands to maintain brand consistency encompassing all regions
  • Ensure photography and artwork is reflective of brand guidelines, adhere to the Style Guide and relevance to current fashion/ design trends in the marketplace
  • Collaborate with Brand team during brainstorming sessions and creation of creative brief
  • Develop logos, packaging concepts, line extensions and refreshes both independently and with external design partners while meeting strategic objectives for creative briefs
  • Present creative ideas to the Packaging Director and senior members of the Brand team
  • Establish timelines for projects and maintain responsibility for completion dates


  • Coordinate and manage photo shoots including: booking talent, communicating desired effects (lighting, set design), model selection, scheduling and art direction
  • Identify photography needs with brand managers to determine how products work and which features to spotlight
  • Seasonally review fashion trends (clothing, hairstyles, room sets) with brand team to ensure the \”brand image\” is being captured
  • Review final photo selections with brand team to ensure strategic objectives were met


  • Maintain weekly production tracking schedules and email status blasts
  • Ensure that Product Development milestone calendar is followed and achieved seasonally inclusive of early and final release
  • Manage artwork timelines with the Hong Kong studios from initial job submission through completion
  • Manage production cycles through the PLM system


  • Collect, process and code all invoices, submit to Director Packaging
  • Maintain or reduce costs incurred in all aspects of production, ensure that creativity and smart spend go hand in hand

Vendor Management

  • Manage external production with vendors
  • Assist manufacturing vendors in the creation of required artworks and PLM usage


  • Bachelor of Arts or Bachelor of Fine Arts in Graphic Design
  • 5-10 years in Packaging Design
  • Expert skills in art direction and managing design direction with an international team
  • Expert skills in Logo and Package Design
  • Advanced skills in directing photo shoots, printing process and understanding and continually researching design trends
  • Expert skills in Adobe Acrobat and Illustrator and advanced skills in Adobe Photoshop and FTP software including Fetch, Transmit or Cyberduck
  • Advanced Microsoft application skills such as Work, Excel and intermediate skills in PowerPoint

Job Function : Product Development
Organization : Headquarters
Primary Location :
Work Locations : Headquarters (5905) One Geoffrey Way , Wayne, 07470-2030
Schedule :
Job Type : Standard
Education Level : Bachelor\’s Degree
Travel : No

View or apply to job

2011 Toys R Us


\"\"Job Number: 14896)

The Manager, Brand Management reports to the Director, Product Development & Brand and will serve as the brand steward and gatekeeper for the assigned brands and is responsible for the day-to-day running of the business. S/He will be the primary manager supporting the designated brand\’s merchandising objectives across all countries (US, Canada, UK, France, Spain, Central Europe, Japan and Australia) and across all formats (stores, online, franchises and other). The manager will work closely with the managers in product development and packaging, as well as with merchants and the Merchandise Planning and Allocations teams.


  • Lead the expansion of the range of private label products across the division to achieve corporate sales growth, profit and productivity targets
  • Responsible for leading private brands\’ increased penetration globally
  • Create integrated global product ranges and brands that incorporate specific country requirements and opportunities to achieve budget and target margins
  • Collaborate with others in a manner that creates a culture of mutual respect and builds partnerships with people across divisions and functions
  • Remove obstacles redirecting efforts of the team to assure quality results aligning own and team\’s effort s with R Us strategies
  • Assess trends and root causes and identify solutions that best addresses problems, be able to use relevant business metrics, analyses and reports to measure, monitor and improve team\’s performance
  • Proactively shares timely updates and information with team members

Leadership/ Talent Enhancement:

  • Manage the development of Assistant Managers by setting clear objectives, providing ongoing performance feedback and evaluating career potential
  • Manage and coordinate activities of the Subject Expert Team
  • Organize, prepare, and host seasonal line reviews and SET meetings and conference calls
  • Identify required capabilities and skill gaps within the team and help others identify, prioritize and develop areas of improvement
  • Acts to address and resolve poor performance and provide feedback, coaching and guidance where appropriate
  • Take decisive, timely action to address important short-term and long-term issues,  help others prioritize to ensure achievement of critical individual and group goals and holding self and team accountable
  • Work productively in the face of uncertainly while at the same time demonstrating flexibility and resilience in response to constraints and responding constructively to new challenges

Brand Management tasks:

  • Understand trends, hot products and categories
  • Target market needs/ issues, and competition from national vendors and other private labels, communicate and react as appropriate
  • Collaborate with the Merchant team and Product Development partners
  • Determine plans to develop a core range, establish driver items and recommend a pricing hierarchy for assigned brand
  • Manage the brand growth and profitability targets while identifying unique product offerings that achieve customer relevance and market differentiation
  • Control SKU/item count within brands and ensure that all new products are appropriately placed and positioned within the brands
  • Identify, prioritize and launch special projects while managing the day-to-day execution of the range plans by brand and by season. Tasks include planning, marketing in-store merchandising, and postmortem analysis

Merchant Relationships:

  • Collaborate closely with the Merchant, Design, and Packaging teams to create a product range and a merchandising and marketing plan by brand and by season
  • Provide input for merchant partners to determine space allocation, signage, in-store placement and ROTO positioning
  • Create assortment plans and product range, merchandising and marketing plans by brand by season

Financial Responsibilities:

  • Manage financial plans by brand by season with input from the merchant and product development teams
  • Responsible for maximizing returns per item by incorporating product lifecycle management

Marketing and Advertising Responsibilities: 
Support the marketing planning process by brand and by season with input from the merchant and product development teams and vendors


  • Bachelor\’s degree required, Master\’s degree highly regarded
  • +5 year of experience with proven track record in Brand Management
  • Experience working in a multinational / global environment
  • Intermediate to expert skills and experience in Profit and Loss operation, market analytics, merchandise planning and product development
  • Intermediate to expert skills in negotiation, measuring key performance indicators and Financial Analysis including Retail Math
  • Intermediate to expert level skills in Microsoft Access, Excel, Word, PowerPoint and Outlook
  • Basic skills in Product Development/Branding software such as PLM and in package design and production
  • Require to travel internationally 2-3 times a year and domestically 0-1 times a year

Job Function: Product Development
Organization: Headquarters
Primary Location: USA-NJ-Wayne
Work Locations: Headquarters (5905) One Geoffrey Way, Wayne, 07470-2030
Schedule: Full-time
Job Type: Standard
Education Level: Bachelor\’s Degree
Travel: No