Toys R Us — the strategy behind it | Stratrix

Company profile

Industry: Toy retail
Founded: 1948

Profiles are auto-generated and infrequently updated.

In depth

Toys "R" Us: The Amazon Deal That Backfired

Toys "R" Us entered the internet era as the world's dominant toy retailer, with hundreds of stores globally and billions in annual revenue.

The analyses

The Counterfactual · Decision Forks

Blaming Amazon for Toys R Us Is the Story the Private-Equity Guys Want You to Tell

The legend says Toys R Us outsourced its website to Amazon and signed its own death warrant. But the court ruled Amazon breached the deal, and the company won the right to walk. The real kill shot came in 2005: a buyout that loaded more than $5 billion of debt onto a profitable retailer.