Friday, October 5, 2018

Could the Toys R Us Brand Be Making a Comeback?

It ain’t over ’til it’s over!

Just when we thought the Toys R Us brand was gone forever, there is hope they may make a comeback. According to the Wall Street Journal, a group of hedge funds in line to take control of Toys R Us is making plans to revive the business behind the company brand names.

Toys R Us said in court papers that while it received qualified bids for assets, it has opted to forgo a bankruptcy auction for its brand name and other intellectual-property assets.

Instead, the proposed reorganization plan contemplates “a new, operating Toys ‘R’ Us and Babies ‘R’ Us branding company that maintains existing global license agreements and can invest in and create new, domestic, retail operating businesses” under the brand name. This means that the new retail stores will likely have a very different look than they previously had.

It also appears that they’re also looking to push new brands internationally. According to a press release by Geoffrey, LLC, the reorganized brand could include a portfolio of over 20 well-known toy and baby brands, such as Imaginarium, Koala Baby, Fastlane, and Journey Girls.

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