With declining sales and the rise of online retail, Toys R Us is one of many companies that have filed for bankruptcy. Toys R Us has also pulled its IPO offering. In the world of Amazon and Walmart, Toys R Us was unable to keep up. This paper will provide a comprehensive look at the underlying issues due to which Toys R Us was unable to thrive. With so many options in the market, Toys R Us needs to create a draw for its customers to remain competitive. The company’s strengths, weaknesses, opportunities, and threats will be analyzed to determine the best course of action supported by research. With research, financial analysis, and dynamic operations, it was concluded that Toys R Us needs to become relevant again and create a business out of what they offer similar to what American Girl has done. Executive Summary Toys R Us was founded by Charles P. Lazarus in 1948 and initially began as a furniture store, which then shifted its focus entirely to toys. The company has 866 stores in the United States and more than 750 international locations. The company’s strength lies in its volume of stores that it operates, many of them in emerging economies that could prove to be an investment. It recently filed for bankruptcy in the United States and Canada. At first glance, the company is suffering from low sales, not enough foot traffic, and toys that do not appeal to children of the digital age. However, at looking closer, the underlying issue seems to be Toys R Us’s reluctance to re-engineer its business. Toys R Us was losing sales due to big retailers like Amazon, Target, and Walmart. Amazon offers the convenience of online shopping with very fast shipping that eliminates the wait time associated with shopping online. Target and Walmart offer one stop shopping that allows an individual to get all of their shopping done without having to make multiple stops. Toys R Us only offers one genre of products, which are toys. When compared to a similar rival within the same industry such as American Girl Doll, it is clear that it is possible to be successful while offering an exclusive product. The appeal of American Girl Doll is that it creates a unique, interactive experience for its customers. One of Toys R Us’ weaknesses is that is does not have a competitive edge. Toys R Us could do the same by providing unique, interactive, experience geared displays for children in their stores similar to that of Build-A-Bear, which is a competitor in the same market. They can also manage a turn around by focusing on lower prices, better customer experience, revamping stores to include the interactive portion, hire engaging employees who cater to children, offer other services such as toy repairs or setup assistance. Toys R Us is a retail company that is exclusively a toy retailer that has 866 stores in the United States and more than 750 international locations. It had consistent success since it was founded in 1948 because it provided the most popular, up to date, and largest variety of toys with the most locations as well (Thomison, 2016). Toys R Us was known as a category killer, w>