

Toys "R" Us Inc. is a leading toy and baby products retailer, offering a wide range of products globally. Among its major competitors, Toys ""R"" Us is ranked in 4th place for NPS while Vente-Privee.om is 1st, and Amazon is 2nd.
Toys ""R"" Us's Net Promoter Score (NPS) is a 14 with 46% Promoters, 22% Passives, and 32% Detractors. Net Promoter Score tracks whether Toys ""R"" Us's customers would recommend using the product based on a scale of -100 to 100.
| 46% | Promoters |
|---|---|
| 22% | Passives |
| 32% | Detractors |
| Summary | Date | Score |
|---|---|---|
Nov 2024 16 | Nov 2024 | 16 |
Dec 2024 15 | Dec 2024 | 15 |
Jan 2025 15 | Jan 2025 | 15 |
Feb 2025 15 | Feb 2025 | 15 |
Mar 2025 15 | Mar 2025 | 15 |
Apr 2025 15 | Apr 2025 | 15 |
May 2025 17 | May 2025 | 17 |
Jul 2025 17 | Jul 2025 | 17 |
Aug 2025 17 | Aug 2025 | 17 |
Sep 2025 14 | Sep 2025 | 14 |
Nov 2025 14 | Nov 2025 | 14 |
Jan 2026 14 | Jan 2026 | 14 |
Toys ""R"" Us is ranked third for NPS among its competitors. Amazon and Target come in first and second, with Walmart coming in at #4.
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Male customers rated Toys ""R"" Us's NPS 38 points higher than Female customers.
Toys ""R"" Us's NPS was rated 31 by Male customers on Comparably.
Toys ""R"" Us's NPS was rated -7 by Female customers on Comparably.
Toys ""R"" Us's NPS was rated the highest by African American/Black customers, and the lowest by Native American customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -6 | Caucasian | -6 |
Hispanic or Latino 40 | Hispanic or Latino | 40 |
African American/Black 40 | African American/Black | 40 |
Asian or Pacific Islander 36 | Asian or Pacific Islander | 36 |
Native American -25 | Native American | -25 |
Other 8 | Other | 8 |
Toys ""R"" Us's NPS was rated the highest by customers ages 26-30, and the lowest by customers ages 31-35.
Toys ""R"" Us's NPS was rated the highest by customers who have used Toys ""R"" Us's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 0 | Less than 1 Year | 0 |
1 to 2 Years 15 | 1 to 2 Years | 15 |
2 to 5 Years 36 | 2 to 5 Years | 36 |
5 to 10 Years 22 | 5 to 10 Years | 22 |
Over 10 Years -1 | Over 10 Years | -1 |
Compared to its competitors, Toys ""R"" Us's NPS is rated right above Walmart, and is preceded by Target.
| COMPANY | NPS Score | |
|---|---|---|
![]() | Vente-Privee.om | 100 |
![]() | Amazon | 49 |
![]() | Target | 36 |
![]() | Toys ""R"" Us | 14 |
![]() | Walmart | 7 |
![]() | Smyths Toys | 3 |
![]() | Seedling USA, Inc. | N/A |
![]() | GoldieBlox | -100 |
Out of the 12 Toys ""R"" Us customer reviews 8 were positive and 4 were constructive. Toys ""R"" Us customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
71% of Toys ""R"" Us users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Male customers rated Toys ""R"" Us's Customer Loyalty score 1% higher than Female customers.
Toys ""R"" Us's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Native American customers.
% who answered "Yes"
Toys ""R"" Us's Customer Loyalty score was rated the highest by customers ages 26-30, and the lowest by customers ages 51-55.
| Summary | Age | Score |
|---|---|---|
18-25 53% | 18-25 | 53% |
26-30 100% | 26-30 | 100% |
31-35 46% | 31-35 | 46% |
36-40 70% | 36-40 | 70% |
41-45 70% | 41-45 | 70% |
51-55 40% | 51-55 | 40% |
Toys ""R"" Us's Customer Loyalty score was rated the highest by customers who have used Toys ""R"" Us's products/services for 1 to 2 Years, and the lowest by customers with 2 to 5 Years of usage.
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Toys ""R"" Us's Customer Loyalty score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Business and Consumer Services industry customers.
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Compared to its competitors, Toys ""R"" Us's Customer Loyalty score is rated right above GoldieBlox, and is preceded by Walmart.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
![]() | Vente-Privee.om | 100% |
![]() | Amazon | 89% |
![]() | Target | 82% |
![]() | Smyths Toys | 77% |
![]() | Walmart | 76% |
![]() | Toys ""R"" Us | 71% |
![]() | GoldieBlox | N/A |
![]() | Seedling USA, Inc. | N/A |
Toys ""R"" Us has an overall Product Quality score of 3.7 out of 5 stars rated by its users and customers.
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Toys ""R"" Us’s product quality score is a 3.7 out of 5 as rated by its users and customers. Reviewers from the Healthcare, Hospitals and Medicine industry rated Toys ""R"" Us's product the highest. Reviewers from the Education industry rated Toys ""R"" Us the lowest at 2.3.
Toys ""R"" Us's Product Quality score was rated highest by customers from the Healthcare, Hospitals and Medicine industry, and rated lowest by customers from the Education industry.
Male customers rated Toys ""R"" Us's Product Quality score 0.2 stars higher than Female customers.
Toys ""R"" Us's Product Quality score was rated the highest by Asian or Pacific Islander customers, and the lowest by Native American customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.5 | Caucasian | 3.5 |
Hispanic or Latino 3.6 | Hispanic or Latino | 3.6 |
African American/Black 4.1 | African American/Black | 4.1 |
Asian or Pacific Islander 4.2 | Asian or Pacific Islander | 4.2 |
Native American 3 | Native American | 3 |
Other 3.4 | Other | 3.4 |
Toys ""R"" Us's Product Quality score was rated the highest by customers ages 26-30, and the lowest by customers ages 36-40.
| Summary | Age | Score |
|---|---|---|
18-25 3.9 | 18-25 | 3.9 |
26-30 4.2 | 26-30 | 4.2 |
31-35 3.1 | 31-35 | 3.1 |
36-40 3.1 | 36-40 | 3.1 |
41-45 3.3 | 41-45 | 3.3 |
51-55 3.8 | 51-55 | 3.8 |
Toys ""R"" Us's Product Quality score was rated the highest by customers who have used Toys ""R"" Us's products/services for 1 to 2 Years, and the lowest by customers with Over 10 Years of usage.
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Toys ""R"" Us's Product Quality score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Education industry customers.
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Compared to its competitors, Toys ""R"" Us's Product Quality score is rated right above Walmart, and is preceded by Smyths Toys.
| COMPANY | Product Quality Score | |
|---|---|---|
![]() | Vente-Privee.om | 5/5 |
![]() | Amazon | 4.2/5 |
![]() | Target | 4.1/5 |
![]() | Smyths Toys | 3.9/5 |
![]() | Toys ""R"" Us | 3.7/5 |
![]() | Walmart | 3.5/5 |
![]() | GoldieBlox | N/A |
![]() | Seedling USA, Inc. | N/A |
Toys ""R"" Us has a value for money and ROI score of 3.5 out of 5 stars rated by its users and customers.
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Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Architecture and Planning industry. The users from the Accounting industry think that they had the lowest ROI from Toys ""R"" Us.
Toys ""R"" Us's ROI score was rated highest by customers from the Architecture and Planning industry, and rated lowest by Native American customers.
Toys ""R"" Us's ROI score was rated 3.4 by both Female and Male customers on Comparably.
Toys ""R"" Us's ROI score was rated the highest by Asian or Pacific Islander customers, and the lowest by Native American customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.4 | Caucasian | 3.4 |
Hispanic or Latino 3.8 | Hispanic or Latino | 3.8 |
African American/Black 3.8 | African American/Black | 3.8 |
Asian or Pacific Islander 4.1 | Asian or Pacific Islander | 4.1 |
Native American 2.6 | Native American | 2.6 |
Other 3.6 | Other | 3.6 |
Toys ""R"" Us's ROI score was rated the highest by customers ages 26-30, and the lowest by customers ages 31-35.
| Summary | Age | Score |
|---|---|---|
18-25 3.7 | 18-25 | 3.7 |
26-30 4 | 26-30 | 4 |
31-35 2.9 | 31-35 | 2.9 |
36-40 3 | 36-40 | 3 |
41-45 3.4 | 41-45 | 3.4 |
51-55 3.8 | 51-55 | 3.8 |
Toys ""R"" Us's ROI score was rated the highest by customers who have used Toys ""R"" Us's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
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Toys ""R"" Us's ROI score was rated the highest by Architecture and Planning industry customers, and the lowest by Accounting industry customers.
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Compared to its competitors, Toys ""R"" Us's ROI score is rated right above Vente-Privee.om, and is preceded by Smyths Toys.
| COMPANY | Pricing Score | |
|---|---|---|
![]() | Amazon | 4.1/5 |
![]() | Target | 3.9/5 |
![]() | Smyths Toys | 3.6/5 |
![]() | Toys ""R"" Us | 3.5/5 |
![]() | Vente-Privee.om | 3.5/5 |
![]() | Walmart | 3.5/5 |
![]() | GoldieBlox | N/A |
![]() | Seedling USA, Inc. | N/A |
Toys ""R"" Us has an overall Customer Satisfaction score of 72 rated by its users and customers.
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Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Toys ""R"" Us's Customer Satisfaction score was rated highest by customers from the Architecture and Planning industry, and rated lowest by Native American customers.
Male customers rated Toys ""R"" Us's Customer Satisfaction score 14 points higher than Female customers.
Very Satisfied | 41% | |
|---|---|---|
Satisfied | 27% | |
Neither Satisfied nor Dissatisfied | 18% | |
Dissatisfied | 5% | |
Very Dissatisfied | 9% |
Very Satisfied | 38% | |
|---|---|---|
Satisfied | 16% | |
Neither Satisfied nor Dissatisfied | 33% | |
Dissatisfied | 0% | |
Very Dissatisfied | 13% |
Toys ""R"" Us' Customer Satisfaction (CSAT) score was rated 59% according to Caucasian users and customers.
Toys ""R"" Us' Customer Satisfaction (CSAT) score was rated 60% according to Hispanic or Latino users and customers.
Toys ""R"" Us' Customer Satisfaction (CSAT) score was rated 80% according to African American/Black users and customers.
Toys ""R"" Us' Customer Satisfaction (CSAT) score was rated 72% according to Asian or Pacific Islander users and customers.
Toys ""R"" Us' Customer Satisfaction (CSAT) score was rated 33% according to Native American users and customers.
Toys ""R"" Us' Customer Satisfaction (CSAT) score was rated 58% according to Other users and customers.
Toys ""R"" Us's Customer Satisfaction score was rated the highest by customers ages 26-30, and the lowest by customers ages 31-35.
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 63% | |||||||||||||||
| 26-30 | 75% | |||||||||||||||
| 31-35 | 40% | |||||||||||||||
| 36-40 | 56% | |||||||||||||||
| 41-45 | 75% | |||||||||||||||
| 51-55 | 67% |
Toys ""R"" Us's Customer Satisfaction score was rated the highest by customers who have used Toys ""R"" Us's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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Toys ""R"" Us's Customer Satisfaction score was rated the highest by Architecture and Planning industry customers, and the lowest by Accounting industry customers.
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}Compared to its competitors, Toys ""R"" Us's Customer Satisfaction score is rated right above Walmart, and is preceded by Smyths Toys.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
![]() | Vente-Privee.om | 100% |
![]() | Amazon | 84% |
![]() | Target | 79% |
![]() | Smyths Toys | 75% |
![]() | Toys ""R"" Us | 72% |
![]() | Walmart | 66% |
![]() | GoldieBlox | 0% |
![]() | Seedling USA, Inc. | 0% |
Toys ""R"" Us has an overall Customer Service score of 3.6 out of 5 stars rated by its users and customers.
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Wayne, NJ
http://www.toysrusinc.com/
(973)617-3500
Toys ""R"" Us's Customer Service score was rated highest by customers from the Healthcare, Hospitals and Medicine industry, and rated lowest by customers from the Education industry.
Male customers rated Toys ""R"" Us's Customer Service score 0.5 stars higher than Female customers.
Toys ""R"" Us's Customer Service score was rated the highest by Asian or Pacific Islander customers, and the lowest by Native American customers.
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 3.3 | Caucasian | 3.3 |
Hispanic or Latino 3.7 | Hispanic or Latino | 3.7 |
African American/Black 3.8 | African American/Black | 3.8 |
Asian or Pacific Islander 4.2 | Asian or Pacific Islander | 4.2 |
Native American 2.5 | Native American | 2.5 |
Other 3.4 | Other | 3.4 |
Toys ""R"" Us's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 31-35.
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 3.9 | 18-25 | 3.9 |
26-30 3.5 | 26-30 | 3.5 |
31-35 3 | 31-35 | 3 |
36-40 3.1 | 36-40 | 3.1 |
41-45 3.3 | 41-45 | 3.3 |
51-55 3.8 | 51-55 | 3.8 |
Toys ""R"" Us's Customer Service score was rated the highest by customers who have used Toys ""R"" Us's products/services for 1 to 2 Years, and the lowest by customers with Over 10 Years of usage.
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Toys ""R"" Us's Customer Service score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Education industry customers.
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Compared to its competitors, Toys ""R"" Us's Customer Service score is rated right above Walmart, and is preceded by Smyths Toys.
| COMPANY | Customer Service Score | |
|---|---|---|
![]() | Amazon | 4.2/5 |
![]() | Vente-Privee.om | 4/5 |
![]() | Target | 4/5 |
![]() | Smyths Toys | 3.7/5 |
![]() | Toys ""R"" Us | 3.6/5 |
![]() | Walmart | 3.3/5 |
![]() | GoldieBlox | N/A |
![]() | Seedling USA, Inc. | N/A |
Toys ""R"" Us has a 3.2/5 stars for its overall company culture rated by their employees

Toys ""R"" Us scored a 14 for Net Promoter Score and a -13 for Employee Net Promoter Score. NPS gauges how likely a customer of Toys ""R"" Us would recommend the brand to a friend. ENPS measures how likely Toys ""R"" Us employees would recommend working at Toys ""R"" Us to a friend.
| 46% | Promoters |
|---|---|
| 22% | Passive |
| 32% | Detractors |
| 37% | Promoters |
|---|---|
| 13% | Passive |
| 50% | Detractors |