Toys“R”Us ANZ

What Toys“R”Us ANZ does

Toys"R"Us ANZ operates as a pure e-commerce retailer of toys, games, and children's products serving Australia and New Zealand through toysrus.com.au and toysrus.co.nz. The company is part of the Directed Group of companies, which also controls sibling brands Babies"R"Us (baby products), Hobby Warehouse (hobby and craft), and RIOT (collectibles and trading cards). It serves three primary consumer segments: parents and caregivers purchasing across age groups (0-3 through 16+), gift buyers, and collectors of trading cards, anime figures, and designer toys.

The core offering is organized across 19 product categories, including building toys, dolls, educational/STEM toys, games and puzzles, arts and crafts, infant/preschool toys, outdoor play equipment, plush, remote control toys, role play, sensory toys, party supplies, and water play, alongside key brand storefronts for LEGO, Hot Wheels, Barbie, Pokemon, Fisher-Price, VTech, Play-Doh, Squishmallows, Bruder, Sylvanian Families, Monopoly, Disney, and Marvel. The platform is built on Shopify and integrates standard payment options including buy-now-pay-later and a proprietary Online Layby installment plan, with logistics features such as a $99 free-shipping threshold, Click & Collect, next-day delivery, and gift cards. A dedicated Collector's Corner (234+ products) and Trading Card Hub for Pokemon TCG, Yu-Gi-Oh!, and Sports TCG reflect deliberate collector-segment focus.

The business model is direct-to-consumer one-time retail transactions across a broad toy catalog, monetized through unit pricing, promotional discounts (including clearance up to 75% off), and a $10 first-order email acquisition incentive (minimum $100 spend). Acquisition relies on digital channels: email marketing, Facebook, Instagram, YouTube, SEO, and educational content marketing. The company discloses having served over 100,000 customers, does not publish revenue or headcount figures, has no disclosed venture funding, and operates as a privately held subsidiary of Directed Group with no senior leadership publicly identified in the source data.

Name

Toys“R”Us ANZ

Legal name

Toys"R"Us Australia

Website

https://toysrus.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Toys"R"Us ANZ is a private, pure-play e-commerce toy retailer serving Australia and New Zealand via Shopify storefronts across 19 categories, operated by Directed Group alongside Babies"R"Us, Hobby Warehouse, and RIOT, and targeting parents, gift buyers, and collectors.

Ownership category

akta.pro rank

Product category

Online Toy Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Educational & Learning Toys Retail (CRALAFAB)

Keywords

• Online toy retail
• Children's products
• Specialty ecommerce
• Toy store
• Kids merchandise

Headquarters

HQ city

Mount Waverley

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Toy Retail Sales: The company generates revenue through direct-to-consumer sales of toys, games, and children's products via its e-commerce platform. Revenue is derived from one-time product transactions with various payment options including standard checkout, buy now pay later, and layby installment plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Toys"R"Us ANZ operates an online-only toy retail platform (toysrus.com.au and toysrus.co.nz) serving Australia and New Zealand. It sells toys, games, collectibles, and children's products across 19+ categories with major brand partnerships (LEGO, Barbie, Hot Wheels, Disney, Pokemon, Squishmallows, Fisher-Price, VTech, Play-Doh, Bruder, Sylvanian Families, Monopoly, Marvel). It offers Click & Collect, Online Layby installment payments, Express Delivery, and Gift Cards.

Product overview

Toys"R"Us ANZ operates a unified e-commerce retail platform across toysrus.com.au (Australia) and toysrus.co.nz (New Zealand), offering toys across 19 main product categories. The product portfolio is organized around key brand partnerships (LEGO, Hot Wheels, Disney, Barbie, Pokemon, Fisher-Price, VTech, Squishmallows, Bruder, Sylvanian Families, Marvel, Play-Doh, Monopoly) and core product categories including Activity Toys, Building Toys (LEGO, Nanoblock, Meccano, Model Kits), Bikes & Riding, Dolls & Accessories, Collector's Corner (anime figures, blind boxes, trading cards), Educational (STEM, Science Kits), Games & Puzzles, Arts & Crafts, Infant & Preschool, Outdoor Play Equipment, Technology, Toy Figures & Collectables, Toy Vehicles, Remote Control, Role Play, Sensory Toys, Plush & Soft Toys, Party Supplies, and Water Play. Services include Click & Collect, Online Layby payment plans, Express delivery, and Gift Cards. The subsidiary brand Babies"R"Us handles infant and baby products separately. The company also operates sister sites including Hobby Warehouse and Riot.

Differentiator

Problem solved

Functional benefit

Brands

• Babies"R"Us: Baby products and infant toys sub-brand operated as a separate domain (babiesrus.com.au)
• RIOT
• The Trading Card Hub

Products and services

• Toys"R"Us Australia Online Store

Quantifiable outcome

• Over 100,000 customers served

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered minor, core and major.

• Babies"R"UsminorOthersLinked brand under the Directed Group of companies operating as a separate e-commerce platform (babiesrus.com.au) focused on baby products, creating a complementary brand ecosystem within the same corporate group.
• Hobby WarehouseminorOthersLinked brand under the Directed Group of companies operating as a separate e-commerce platform (hobbywarehouse.com.au) focused on hobby and craft products, providing cross-selling opportunities within the brand portfolio.
• RIOTminorOthersLinked brand under the Directed Group of companies operating as a separate e-commerce platform (riot.com.au), part of the multi-brand retail ecosystem.
• Directed GroupcoreOthersParent company of Toys'R'Us Australia. The Directed Group of companies owns and operates the Toys'R'Us, Babies'R'Us, Hobby Warehouse, and RIOT brands in Australia and New Zealand.
• LEGOcoreTechnology or IntegrationPrimary brand partnership with LEGO featuring dedicated product sections, exclusive releases, and prominent homepage placement. LEGO products are among the best sellers and featured in new arrival sections.
• DisneycoreTechnology or IntegrationMajor brand partnership featuring Disney, Frozen, Marvel, and Star Wars products across multiple categories including dolls, collectibles, and role-play toys.
• PokemoncoreChannel Partner/ Reseller/ DistributorDedicated Pokemon category and Trading Card Hub featuring Pokemon TCG products, collectible figures, and plush toys. Major traffic driver with dedicated branded content.
• Hot WheelscoreChannel Partner/ Reseller/ DistributorFeatured brand in toy vehicles category with dedicated collection pages and prominent homepage placement alongside LEGO, Barbie, and Marvel.
• BarbiecoreChannel Partner/ Reseller/ DistributorFeatured brand prominently displayed on homepage with dedicated collection pages for fashion dolls, doll houses, and accessories.
• SquishmallowsmajorChannel Partner/ Reseller/ DistributorPopular plush brand featured in clearance promotions and dedicated collection with up to 20% off discounts.
• Bruder Toy VehiclesmajorChannel Partner/ Reseller/ DistributorPremium toy vehicle brand featured with dedicated collection pages and promotional discounts up to 25% off.
• Fisher PricemajorChannel Partner/ Reseller/ DistributorEstablished infant and preschool toy brand featured on homepage and dedicated collection pages for educational and developmental toys.
• Sylvanian FamiliesmajorChannel Partner/ Reseller/ DistributorPopular collectible doll brand with extensive product range across multiple categories including playsets, families, and accessories.
• VTechmajorChannel Partner/ Reseller/ DistributorElectronic learning and tech toy brand featured in infant/preschool and technology categories.
• RavensburgermajorChannel Partner/ Reseller/ DistributorPuzzle and game brand featured in games & puzzles category with branded homepage placement.
• Play-DohmajorChannel Partner/ Reseller/ DistributorFeatured brand on homepage with dedicated collection pages for modeling compounds and creative play products.
• MonopolymajorChannel Partner/ Reseller/ DistributorClassic game brand featured with dedicated collection and branded homepage placement alongside major entertainment properties.
• Little TikesmajorChannel Partner/ Reseller/ DistributorOutdoor play and ride-on toy brand featured on homepage with dedicated collection for backyard fun products.
• Plum Outdoor Play EquipmentmajorChannel Partner/ Reseller/ DistributorPremium outdoor play equipment brand featured in outdoor playground category with products including trampolines and play sets.
• MarvelcoreChannel Partner/ Reseller/ DistributorSuperhero franchise brand featured prominently with Spider-Man: Brand New Day promotional campaign and dedicated collection pages.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Big W: Major Australian discount retailer owned by Woolworths Group with a substantial toy and games assortment. Competes directly on price across the same parent and gift buyer segments served by Toys'R'Us ANZ.
• Amazon Australia: Australia's largest online marketplace, with a deep toy and games category competing head-to-head with Toys'R'Us ANZ on selection, price, and Prime delivery speeds. Directly comparable on e-commerce model and target consumer base.
• Mighty Ape (New Zealand): New Zealand-headquartered online retailer specializing in toys, games, collectibles, and entertainment products. Directly overlaps with Toys'R'Us ANZ on the NZ portion of the market and on the TCG/collectibles category.
• Target Australia: Wesfarmers-owned general merchandise retailer offering toys, games, and children's products across both online and physical stores. Comparable mid-market positioning and parent/child customer base.
• Kmart Australia: Wesfarmers-owned discount retailer with one of the largest toy assortments in Australian mass-market retail. Direct competitor on value-priced toys, action figures, and seasonal gifting categories.

Regional players

• Toyworld: Australian specialty toy retail franchise network with stores across regional and metropolitan areas. Directly comparable specialty toy retail positioning, though primarily bricks-and-mortar with growing online presence.

Broad incumbents

• LEGO Australia (Official): Direct-to-consumer LEGO store and brand site that captures full-margin sales of one of Toys'R'Us ANZ's flagship categories. Also operates LEGO Certified Stores in Australia offering experiential retail that pure-online Toys'R'Us cannot match.
• Mattel Shop (Mattel Direct): Direct-to-consumer online store from Mattel, the manufacturer behind Barbie, Hot Wheels, Fisher-Price, and other flagship brands stocked by Toys'R'Us ANZ. Competes for full-margin sales of premium branded toys.

Emerging players

• The Game Collective: Australian online specialty games and puzzles retailer with focused positioning in the board games and tabletop segments. Partial overlap with Toys'R'Us ANZ's games and puzzles category.
• EB Games Australia: ANZ video games and pop culture retailer with adjacent trading card game and collectibles categories. Competes with Toys'R'Us ANZ's Collector's Corner and TCG hub offerings on enthusiast segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCz87Ut9YAQ_X5kkcBx_Fxpg
• Facebookfacebook.com.au/toysrusau
• Instagraminstagram.com/toysrusaustralia

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toys“R”Us ANZ