The New Toys R Us Logo
November 4, 2007 by Susan Gunelius
Filed under Marketing
In keeping with its strategic focus to revamp its stores, Toys R Us has also revamped its logo. The new logo drops the quotation marks around the backwards R and moves the star graphic from it previous prominent position surrounding the R to a more subtle location within the R. The letters have also changed slightly in size, spacing and color. Here are the old and new logos for comparison: 
What do you think of the new logo? I like it. I think it’s a cleaner, more modern design. Now, if I could just find toys at Toys R Us that are not in smashed or opened boxes, I’d be happy to shop there again. As it is right now, I don’t know how a store can be so large, yet never seem to have what I’m looking for.
Of course, Toys R Us claims it has been revamping the stores for the past 18 months to carry unique products and make the stores easier to navigate. I hope that is the case. I’d love to be able to do all the holiday toy shopping for my triplets in one store. Toys R Us used to be the place to shop for toys. Many consumers don’t feel that way anymore.
Can Toys R Us regain its relevancy? Will this new logo help give the brand the boost it needs to help consumers understand how the company and stores have changed?
Thank you for a Monday a.m. laugh. You are so right about Toys R Us. Too often companies and organizations spend precious marketing dollars fixing their “outsides” (i.e. logo, advertising) when what they should be spending time and money on is what goes on “inside” (i.e. customer service, product mix, etc.)
My bizarre Toys R Us story is that, when I was a kid, they moved into a town near us. My mother went to pick up a gift and she paid with a check (very normal in the 1980s). She looked at the sign and carefully wrote out “Toys R Us” on the check with the backwards “R”. The salesperson freaked out at her and started yelling about the check. I’ve always remembered that moment (and was, as a result, never a Toys R Us fan).
I prefer the old colours/logo. The new one is very bland an unexciting… just remember, this is supposed to be a place for children.