He adds: "It had a great jingle in the 90s, was the first big US toy shop in the UK and it all sounded great. "But then competition came along and Toys R Us hasn't kept up." While online rivals ...

"It's a magical place. We're on our way there." The old Toys R Us jingle has worn thin. Now it's on its way out. The retailer's UK arm has gone into administration, putting thousands of jobs at risk.