The website, https://www.toysrus.com/, might still be on, but Toys R Us filed for Chapter 11 Bankruptcy on 26th September 2017 in the US. In this brief, I explore how poor strategy led to the collapse of this once giant pacesetter in the retail space. When you are big, it is easy to get pre-occupied with the routine at the expense of strategic thinking which has a deadly end. Toys R Us was one of the leading companies in the toy market. The company that started 69 years ago, expanded steadily to over 1,600 stores globally, with annual revenues at US $13…