Toys“R”Us Is Coming to the Big Screen — Here’s What We Know So Far
The iconic toy store that shaped generations is coming to the big screen. Toys“R”Us is teaming up with Story Kitchen, the studio behind the Sonic the Hedgehog movie franchise, to develop a live-action film.
What We Know So Far
The project is still in early development, but the idea behind it is clear: reimagine the wonder and excitement of Toys“R”Us through a fast-paced, modern adventure. According to the announcement, the movie will be in the same spirit as Night at the Museum, Back to the Future, Barbie and Jumanji, a mix of high-energy storytelling and childhood magic.
There’s no official synopsis yet, but it’s being described as a movie that will “bring the brand to life in a bold, cinematic way” for both older fans who grew up with Geoffrey the Giraffe and new audiences discovering it for the first time.
Who's Behind It?
The film is being developed by Story Kitchen, a company that's been making waves for its work adapting nontraditional IPs, like video games and nostalgic brands, into mainstream entertainment. Besides Sonic the Hedgehog, they’re also working on live-action projects for Tomb Raider, Streets of Rage, and other major franchises.
Bringing Back The Magic
This movie announcement comes as part of a broader effort to revive the Toys“R”Us brand, which filed for bankruptcy in 2017 and closed hundreds of stores across the U.S. Since then, it's made a slow but steady return, including a flagship store in New Jersey and several international expansions. A major motion picture is the brand’s boldest move yet to return to the spotlight.
Will It Work?
Movies based on brands or products can be hit or miss, but if Barbie and The LEGO Movie taught us anything, it’s that a well-executed concept with the right mix of heart, humor, and adventure can totally land with audiences. With the right creative team and a clear understanding of what made Toys“R”Us special, this could work.
Are you excited for this project? Let us know in the comments!