Toys “R” Us Reality Competition Series In The Works At Fox Entertainment Studios

Peter White

21 November 2024 at 4:00 pm·2-min read

EXCLUSIVE: Toys “R” Us is getting into the reality television business.

The toy store is developing a competition series Toys “R” Us Family Faceoff – with Fox Alternative Entertainment.

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The company is working on the project via its Toys “R” Us Studios division and has teamed up with Known Originals, which is behind Netflix’s Jeen Yuhs: A Kanye Trilogy and Amazon’s McDonald’s All-American Games as well as the unscripted production arm of Fox Entertainment Studios.

The series will seek families competing inside a “larger-than-life” toy store and will integrate a range of nostalgic and popular trending toys and games from classic toy brands.

Toys “R” Us, much like other toy brands such as Barbie owner Mattel and Dungeons and Dragons firm Hasbro, has been moving into the entertainment space over the last few years. Its studios division was responsible for an ad, created using OpenAI’s Sora tool, that went viral earlier this summer. The company filed for bankruptcy in 2017 and 2018, closing all of its stores in the U.S. by 2021 but, via WHP Global, reopened a handful of flagship stores and others in recent years.

Toys “R” Us Studios President Kim Miller Olko will exec produce with Known’s Brad Roth and Ross Martin.

UTA negotiated the deal on behalf of Toys “R” Us Studios and Known Originals.

“Toys “R” Us Family Faceoff represents an evolution of the family-friendly competition genre, appealing to fans who love the iconic toys and games we all grew up with…and some new ones, as well,” said Allison Wallach, Head of Unscripted at Fox Entertainment Studios. “Add to that Toys “R” Us at the center of it all, with larger-than-life challenges that integrate the world’s most favorite toys and games, it will be an hour of fun for the whole family.”

“Play is essential for everyone, no matter their age. It brings joy, fosters connection, and is simply fun. That’s why Toys “R” Us holds a special place in our hearts,” added Miller Olko. “This show will capture that magic, offering a nostalgic nod while being fresh, dynamic, and full of surprises.”

“The name Toys “R” Us carries a deep cultural meaning and can inspire breakthrough storytelling for audiences of all ages,” added Brad Roth, President, Known Originals. “We’re thrilled to partner with Toys “R” Us Studios and Fox Entertainment Studios as together we create the future of brand-inspired entertainment, a remarkable example of how brands can partner with Hollywood in new and exciting ways.”

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