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Tru Kids Inc., the parent company of Toys R Us, has filed a trademark lawsuit in the U.S. District Court for the District of Connecticut against a local vape business operating under the name Vape R Us. The complaint alleges that the vape shop is unlawfully copying Toys R Us trademarks and creating brand confusion among consumers.

According to the filing, Vape R Us recently opened in New Haven, Connecticut, and is using a store sign that is nearly identical to the iconic Toys R Us branding. Tru Kids asserts that the vape shop's logo mimics the original with colorful, bubble-style letters, a reversed “R,” and even a five-pointed star inside the letter — design elements synonymous with the Toys R Us brand. One version of the vape store’s signage allegedly even depicts Geoffrey the Giraffe, the toy company’s beloved mascot, holding a vaping device.

Tru Kids contends that the unauthorized use of its trademarks is misleading consumers into falsely believing the vape shop is affiliated with, or endorsed by, Toys R Us.

“There is no relationship or affiliation between Toys R Us and Vape R Us, and we did not grant permission for the use of our intellectual property,” said Tru Kids in the complaint. The company claims the association of its marks with smoking and drug-related products tarnishes its well-established image as a fun, safe, and kid-friendly brand.

The lawsuit also names Vape R Us owner Ashraf Rayshani as a defendant and includes claims of trademark infringement, dilution, false designation of origin, and unfair competition, under both federal and Connecticut state law.

Tru Kids issued a cease-and-desist letter to the vape business on May 5, which the defendants have allegedly ignored.

This is not the first time Tru Kids has pursued legal action over trademark misuse. In 2023, the company filed a similar suit against a cannabis retailer named Zaza R Us in Brooklyn.

The case is titled Tru Kids Inc. v. Vape R Us Inc. et al., case number 3:25-cv-00781. Tru Kids is represented by attorneys Andy I. Corea, Jennifer L. Morgan, and Marilyn B. Fagelson of Harris Beach Murtha Cullina PLLC.