Toys “R” Us (TRU) is taking its first steps into the unscripted TV space by developing a new live-action family competition show with Fox Alternative Entertainment. 

The format of the new series Toys “R” Us Family Faceoff will see families compete in a larger-than-life toy store, completing challenges inspired by toys and games throughout history. Episodes will be an hour long, but there is no confirmed ep count or release date as of press time. 

TRU Studios will co-produce the series with Fox’s unscripted division and Known Originals (the production division of New York-based marketing agency Known). Kim Miller, TRU’s global chief marketing officer and Studios president, will serve as an executive producer on the project alongside Known’s Brad Roth (partner and Originals president) and Ross Martin (president). 

This is the largest production to date for TRU Studios since it launched in June 2023 under Miller’s leadership. The prodco has focused its initial efforts on expanding the iconic retailer’s presence by producing YouTube content, including the short series Geoffrey’s World Tour (10 x three minutes) and a one-minute-long brand film using Sora OpenAI that depicts the backstory of Toys “R” Us stores and the company’s founder, Charles Lazarus.