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Guess Who’s Back With a Twist!

Are you ready for this? I don’t want to grow up, I’m a Toys R Us Kids… Yes your eyes aren’t deceiving you, they have rebranded and coming back to make all kids happy again. This certainly is welcoming news for the many parents and children who miss the beloved toy store, especially during the holidays. 

When they closed their doors, it left many parents wondering where they’d find toys and gifts for their children and others. Well, wonder no more! Toys R Us is under new management, a new name, and a new look. They have official re-emerge as TRU KIDS Inc. According to a press release published yesterday. Effective Jan. 20, 2019 Tru Kids Inc. doing business as Tru Kids Brands, became the parent company of Toys”R”Us, Babies”R”Us, Geoffrey and more than 20 consumer toy and baby brands. Here are excerpts.

Toys R Us fans in the U.S. should see the iconic brand re-emerge in some form by this holiday season.

Richard Barry, a former Toys R Us executive and now CEO of the new company called Tru Kids Inc., told The Associated Press he and his team are still working on the details, but they’re exploring various options including freestanding stores and shops within existing stores. He said e-commerce will play a key role.Toys R Us, buckling under competition from Amazon and several billions of dollars of debt, filed for Chapter 11 reorganization in September 2017 and then liquidated its businesses last year in the U.S. as well as several other regions including the U.K.

In October, a company called Geoffrey LLC won an auction for Toys R Us assets to resuscitate the brand, rather than sell it off for parts. It set up Geoffrey’s Toy Box in November last year in about 600 Kroger stores in nearly 30 states.

Photo Courtasy of Tru Kids Brand

Starting Jan. 20, Barry and several other former Toys R Us executives founded Tru Kids and are now managing the Toys R Us, Babies R Us and Geoffrey brands.

Toys R Us generated $3 billion in global retail sales in 2018. Tru Kids estimates that 40 percent to 50 percent of Toys R Us market share is still up for grabs despite many retailers like Walmart and Target expanding their toy aisles.

“These brands are beloved by customers,” said Barry. He noted that the company will focus on experiences in physical stores, which could be about 10,000 square feet. The original Toys R Us stores were roughly about 40,000 square feet.

Barry said he and his team have been reaching out to toymakers and have received strong support. But he acknowledged that many had been burned by the Toys R Us liquidation.

Tru Kids is based in Parsippany, New Jersey, about a 20-minute drive from Wayne, New Jersey, where Toys R Us was based. The new company will work with licensing partners to open 70 stores this year in Asia, India and Europe. Outside the U.S., Toys R Us continues to operate about 800 stores

Credit: CBS News & Tru Blue Inc. 

Butterfli Tia Editor

Butterfli Tia is the CEO of multiple businesses including Fachion Bloc LLC, 2-A-T Designs LLC, Westchester Kids Roc Organization, The Butterfli Wings Foundation and the Unlabelled Awards. 

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