Toys 'R' Us Aims for Return With New Look and Name

The brass from the remains of Toys 'R' Us lay out their plans to get the brand rebooted in time for the holidays.

toys r us store comeback

NEW YORK, NY - JUNE 08: Discounted merchandise is displayed at a Toys R Us store in Brooklyn on June 8, 2018 in New York City. All 735 Toys R Us stores in America are set to close by the end of June leaving 33,000 workers without a job or severance pay. Many of the employees losing their jobs have worked for the company for decades. Toys R Us has been owned by the private-equity giant Bain Capital. (Photo by Spencer Platt/Getty Images)

toys r us store comeback

While it wasn't as heartbreaking as it would've been when you were, say, seven, it was still a pretty big bummer when Toys 'R' Us filed for Chapter 11 back in September 2017.

Despite that, uh, minor hiccup(?) the brand still has plans to reemerge by the time the holidays come creeping around towards the end of this year. According to Richard Barry, who's an ex-Toys 'R' Us executive, and current CEO for the new company Tru Kids Inc., he and his team are ironing out the kinks of opening up free-standing stores in addition to stores within already existing shops. In addition to that, Barry says that e-commerce will be a major factor in the company's re-birth.

Just in time for the 2019 holiday season—Toys R Us (and Geoffrey the Giraffe) are planning a revival

— KXAN News (@KXAN_News) February 12, 2019

On that subject, in October 2018 a company calling itself Geoffrey LLC won an auction for the dying company's assets to try and bring the brand back from the dead. A month later they found roughly 600 Krogers in which they set up Geoffrey's Toy Box shops.

Fast forward to January 20, 2019, and Barry (in partnership with several other ex-Toys 'R' Us executives) founded Tru Kids which is responsible for managing '90s staples like Toys 'R' Us, Babies 'R' Us, and also Geoffrey brands.

"These brands are beloved by customers," Barry said. He added that his company will look to put together physical stores of up to 10,000 square feet, which would be roughly one-quarter the size of OG Toys 'R' Us's. He further went on to stay that the company has the support of many toymakers, while simultaneously acknowledging that there were many partnerships that got burned when the company liquidated.

Toys R Us new corporate name is revealed as brand plans its rebirth after stiffing workers

— njdotcom (@njdotcom) February 12, 2019

As it currently sits, CBS News reports that the company is looking to open 70 stores in Asia and Europe. At the moment, Toys 'R' Us still operates around 800 stores outside of the states.

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