Toys "R" Us. Famous iconic brand
In many countries of the world, when people think of children's toys, they immediately think of the Toys "R" Us brand, since people buy a significant part of the toys from Toys "R" Us branded stores. So this brand is associated both in children and adults with children's toys.
What is Toys "R" Us? This is a company that manufactures toys. But, unlike many other toy manufacturers, Toys "R" Us also builds huge supermarkets itself (most often somewhere in suburban areas), and fills them completely with only their own products. This is very similar to Wal-Mart, with the difference that Toys "R" Us specializes only in toys for children.
And people willingly visit Toys "R" Us if they need toys, as branded supermarkets offer a huge range of toys, and prices here are much lower, since the mark-up of intermediary stores is excluded, because toys in Toys "R" Us stores are sold at prices of the very manufacturer.
True, this was not always the case. Once Toys "R" Us was engaged in the production of furniture, but then they decided to limit their activities, so that the Toys "R" Us brand was associated exclusively with toys. And it was a very good decision, so now, existing only in its niche, the Toys "R" Us brand has secured a direct relationship: toys are Toys "R" Us, and Toys "R" Us are toys.
The idea of Toys "R" Us justified itself, so at the peak of success the company had over one and a half thousand branded supermarkets around the world, and people who suddenly wanted to buy some kind of toy went to Toys "R" Us to buy them, and there so usually few people left with only one single purchase.
So the Toys "R" Us brand is truly unique, and it is very difficult to compete with it, both in terms of price and scale of the project, and in terms of brand association with products.
P.S.: In 2017, Toys "R" Us filed for bankruptcy, but after a change of ownership, new Toys "R" Us stores began opening in the US in 2022 within the US department store chain Macy's (with whom the new owners of Toys "R" Us signed a partnership).
Other famous iconic brands:
• Tiffany & Co. Famous iconic brand
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