An iconic toy brand is being resurrected.
Toys R US found another life thanks to a new company, called Tru Kids Brands, that is now the parent company of Toys R US, Babies R Us, Geoffrey and other brands. (see MPN copy of the business announcement)
More than 700 stores in the U.S. closed last spring. But the company kept 900 stores open in Europe, Asia and India. The new owners have plans to open brick and mortar stores in the U.S. market, though it is not clear when that will happen.
“We have a once-in-a-lifetime opportunity to write the next chapter of Toys”R”Us by launching a newly imagined omnichannel retail experience for our beloved brands here in the U.S. In addition, our strong global footprint is led by experienced and passionate operating teams that are 100% focused on growth,” Tru Kids Brands CEO Richard Barry said in a statement.
The new company is headquartered in New Jersey.
Tru Kids Brands
Tru KidsTM is the parent of beloved brands, including Toys”R”Us®, Babies”R”Us®, Geoffrey the Giraffe®, Journey Girls®, Fastlane®, True Heroes®, You & Me®, Imaginarium®, and Just Like Home®. Established in January 2019, Tru Kids is focused on growing its family of brands through innovative partnerships that deliver kid-and-parent-focused experiences that expand beyond traditional retails concepts in the physical and digital spaces.
The company delivers a wealth of services to our valued license partners around the world, in addition to design and development of over 20 additional established consumer brands. The company has offices in New Jersey, USA, Hong Kong & Shenzhen, China.
Tru Kids is a new company celebrating over 70 years of heritage with an expert team focused on families, kids, and play. Learn more at trukidsbrands.com.
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