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Children's Discount Supermarts (Children's Supermart)[]
1948-1957[]
1957-1967[]
Toys "R" Us! (stylized as Toys "Я" Us!)[]
1967-1969[]
In 1967, the company decided to use the “Toys "Я" Us!” name more than the Children’s Supermarts name. The name contained 8 characters and in different colors: The “T” is blue, the “O” is green, the “Y” is purple/violet, the first “S” is dark blue, the “"Я"” is dark purple/violet, the “U” is light blue, the second “S” is orange, and the “!” is green.
1969-1972[]
Two years later, the color has changed: Now the “T” and “"Я"” become orange, the “O” and “U” are green, the “Y” and the second “S” are purple/violet, and the first “S” and the “!” are blue.
Toys "R" Us (stylized as Toys "Я" Us)[]
1972-1976[]
1976-1980[]
In 1976, the color was changed again: The “T” became blue again as well as the “"Я"”, the “O” remains orange, the “Y” and “U” were made brighter in color, and the first “S” becomes red like the second “S”, which also remains that color.
1980-1986[]
1986-1999[]
1999-2007[]
2007-Presents[]
In 2007, a new logo was introduced. Here, the color changed for the first time in 70 years. Here, the “T” and the second “S” are now in the same color as the first “S”, the “Y” and “U” are a bit lighter, and the “Я” became blue again. The size of the letters now alternates. Also, the quotation marks were removed from the “Я” for the very first time in its entire history. The blue star is now smaller, white, and is moved to inside the “Я”. Toys “R” Us's mascot, Geoffrey the Giraffe, also updated itself to have a new redesign completely different from the past (see below)
In 2018, Toys “R” Us had filed for bankruptcy and because of that, all 3 logos got discontinued, but in 2019, they announced a new brand replacing Geoffrey LLC with Tru Kids, and "at least two" new Toys “R” Us stores will reopen for Christmas 2019 using this logo, with the other 2 logos being gone for good.
On March 15, 2021, WHP Global acquired a controlling stake in Toys "R" Us. There are plans to reopen Toys “R” Us stores across the United States by the end of the year, but they would possibly be flagship stores, pop-ups, existing retail stores, mini stores and/or airport stores. Toys "R" Us currently has a partnership with Macy's. They created a TikTok account, and opened a new flagship store in New Jersey's American Dream Mall.
Geoffrey's Toy Box[]
2018-present (Kroger stores)[]
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Favicons[]
1957-1975[]
1975-1988[]
Around the time the "!" was invisible and became Toys "R" Us, Geoffrey the Giraffe, the mascot, was redesigned to have a more friendlier appearance towards children.
1988-1999[]
When Toys "R" Us changed to its then-current color around this time, Geoffrey was also slightly redesigned to become one of the then-current most familiar mascots of this time.
1999-2001[]
Then when the blue star was added to the "Я" in 1998, Geoffrey once again slightly changed a year later. This was short-lived, though.
2001-2007[]
In 2001, a big change was made to the giraffe for the very first time. Now Geoffrey has a live action appearance and lasted for six years until the new logo was introduced.
2007-present (Toys R Us), 2018-present (Geoffrey's Toy Box)[]
Another big redesign from Geoffrey was introduced. Now Geoffrey is back to a cartoon, but has a more modern appearance and is in Flash animation. The spots on his neck was replaced with stars. It lasted for nine years until Toys "R" Us declared bankruptcy, but then returned in favor of Geoffrey's Toy Box.