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It was a sad day when the last official Toys R Us location in our town closed last year.
I thought to myself, “Will my kids even remember this store?” They won’t ever know what it was like to shop racks on racks for their first bike or stand in a four hour line for the latest game console while Geoffrey the Giraffe cheers you on.
But, I don’t have to wonder that anymore because Toys R Us is back, baby! My kids will be so excited! Oh, and me too. I don’t wanna grow up!
Toys R Us Is Back! My Kids Will Be So Excited!
Early last year when Toys R Us filed for bankruptcy, we thought that was the end of Toys ‘R’ Us forever. And ever.
But that’s all about to change, my friend!
The company Tru Kids Inc., also known as Tru Kids Brands, now owns Toys “R” Us, Babies “R” Us and ALSO Geoffrey the giraffe!
Tru Kids Inc./Tru Kids Brands took ownership of Toys “R” Us and Babies ‘R’ Us on Jan. 20! Oh, and there’s nothing to worry about because the company said some former Toys “R” Us employees are even a part of the buy back.
Way to go, Tru! That’s super cool of you! (Although, I have to be honest, I don’t really know exactly what they mean by “took ownership.”)
Tru Kids Brands is actually led by Richard Barry. Interestingly enough, he was the former global chief merchandising officer at Toys “R” Us. He’s going to serve as President & CEO.
When asked about the purchase, he had a lot to say…
“Despite unprecedented efforts to capture the U.S. market share this past holiday season, there is still a significant gap and huge consumer demand for the trusted experience that Toys“R”Us and Babies“R”Us delivers,” says Barry. “We have a once-in-a-lifetime opportunity to write the next chapter of Toys“R”Us by launching a newly imagined omni channel 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.”
It wasn’t over, and it still isn’t over! (Total Notebook reference in case you didn’t catch that.)
For over 70 Years, Toys ‘R’ Us was basically THE destination for all things toys, and Babies ‘R’ Us is pretty much the only place brand new parents go.
I will never forget wandering around my local Babies ‘R’ Us when I was pregnant. All of my bedding came from there, and most of my baby furniture.
And we can’t forget Geoffrey the Giraffe! He’s been around for like 50 years or something, and THEY BOUGHT HIM TOO! YES!
This brand power remains as Toys”R”Us and Babies”R”Us generated over $3 billion in global retail sales in 2018 through more than 900 stores and e-commerce businesses in 30+ countries across Asia, Europe, Africa and the Middle East. In the U.S., Toys”R”Us and Babies”R”Us continue to have incredibly strong brand affinity and loyalty with more than 9.5 million followers across their social media channels.
Get excited because we should be hearing and/or seeing more soon!