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Toys ‘R’ Us leans on itself for the next big toy hit

Fortune

Big blockbuster movies are expected to do big business in the toy aisle this year.

But the U.S.’s largest toy retailer – Toys ‘R’ Us – doesn’t plan to fully rely on toys tied to hit film properties to help boost sales. It will also generate a ton of business from its own, internally created toy lines.

Toys ‘R’ Us generated 14% of its sales from its private brands in the first quarter of this year. Those toys generate higher gross margins and thus help boost profits.

Some of the retailer’s successful, internally developed lines include Journey Girls dolls, True Heroes action figures, and educational toys under the Imaginarium brand. The retailer is also planning to debut a baby doll line later this year.

“We are looking at private brands and branded products together to offer a more diverse assortment,” said Toys ‘R’ Us Chief Merchandising Officer Richard Barry.

The…

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