Toys “R” Us has had a wild ride, hasn’t it? Once the premiere name in retail stores for kids, it is now an absolute shell of its former self. In the United States it has been reduced to pop-up stores in Macy’s and back in 2023 they were planning on expanding into airports and cruise ships. Still, the name recognition of the brand is such that even if you haven’t shopped there in decades, you more than likely know the name. That’s one of the reasons Toys “R” Us is teaming with Story Kitchen to develop an adventure movie about itself.
Now, we know what you’re thinking, “What do you mean an adventure movie about Toys ‘R’ Us?” That’s a good question to be pondering. Details are still very early in development, but the project is said to be something akin to “Night at the Museum”, “Back to the Future,” or “Big.” Those are three very distinct pictures with very different thematical approaches but we can see the “Night at the Museum” concept playing out here.
In order to make this project happen, Kim Miller Olko, the president of Toys “R” Us productions, is teaming up with the company Story Kitchen. Story Kitchen has notably been working with Sega as of late, producing the “Sonic the Hedgehog” films and upcoming movies for gaming series, “Street of Rage,” “Toejam & Earl,” and “Shinobi.” They also worked on the animated “Tomb Raider: The Legend of Lara Croft” series for Netflix. So really, a Toys “R” Us movie isn’t too far out of their wheelhouse, even if the concept is certainly unique.
In terms of what the movie is aiming for, Olko paints some broad but exciting strokes, “It will be a journey as boundless as play itself, evoking the electric sense of wonder that is the essence of Toys ‘R’ Us. This story will capture the imagination, adventure and joy that has made Toys ‘R’ Us a destination for kids of all ages.” Those are some sky-high promises there. But if those classic Toys “R” Us commercials instilled anything into us, it’s that people don’t want to grow up, they want to be a Toys “R” Us kid. We’ll see what becomes of the project as it moves forward.
