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Toys R Us SWOT Analysis

Published by MBA Skool Team in Media & Entertainment category Last Updated: June 24, 2023Read time:

Here is a detailed SWOT analysis of Toys R Us covering strengths, weaknesses, opportunities and threats.

Toys R Us Strengths

  1. Took over big brands like Fao Schwarz
  2. Strong brand presence due to its history
  3. Excellent worldwide distribution due to physical presence in 35 countries all over the world
  4. The store has toys from all the best brands and a collection of exclusives as well
  5. Excellent global brand recognition and market value

Above are the strengths in the SWOT Analysis of Toys R Us. The strengths of Toys R Us looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Toys R Us Weaknesses

  1. Given the consumer shift towards online stores, the company may be at a cost-disadvantage in the future
  2. The company has limited global penetration especially in big emerging economies

These were the weaknesses in the Toys R Us SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Toys R Us Opportunities

  1. Given its current product range, the company can further expand into the collectibles space through tie-ups
  2. The company can leverage
  3. To enter the party-organization space

Above we covered the opportunities in Toys R Us SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Toys R Us Threats

  1. Threat from all the online stores offering the same products at a lower price
  2. The toys are expensive as compared to many other substitutes
  3. The company is highly dependent on its suppliers

The threats in the SWOT Analysis of Toys R Us are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Toys R Us SWOT analysis.

About Toys R Us

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Toys R Us Overview
Parent Company



Toy Brands & Manufacturers


Media & Entertainment

Tagline/ Slogan



Large range of toys from different reputed brands

Toys R Us STP

Kids and children toys

Target Market

Kids, children and teenagers from the upper middle and upper class


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This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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