Tru Kids Brands

Tru Kids is the proud parent of beloved brands, including ToysRUs, BabiesRUs, Geoffrey the Giraffe, Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, and Just Like Home. Established in 2019, Tru Kids is focused on growing its family of brands through innovative partnerships that deliver kid-and-parent-focused experiences that expand beyond traditional retails concepts in the physical and digital spaces. Within the Tru Kids portfolio, ToysRUs, BabiesRUs, and Geoffrey brands continue to be powerful with a wide retail presence across Asia, Middle East, Africa, and Europe. The company delivers a wealth of services to our valued license partners around the world, in addition to design and development of over 20 additional established brands. The company has offices in New Jersey, USA, Hong Kong & Shenzhen, China. Tru Kids is a new company celebrating over 70 years of heritage with an expert team focused on families, kids, and play