Tru Kids Revives Toys R Us Legacy

Tru Kids is bringing back the iconic Toys R Us brand, a beloved favorite among kids and parents alike. The company has announced plans to revive the brand through a new e-commerce platform.

The new platform will offer a wide selection of toys and games, including exclusive brands and products. This move aims to capture a significant share of the online toy market.

The revival of Toys R Us is a nod to the nostalgia of many who grew up with the brand.

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Toys R Us has made a comeback as a brand new company called Tru Kids Brands, one year after the toy retailer went bust.

Tru Kids Inc, the holding company for Tru Kids Brands, acquired the valuable assets of Toys R Us, including its brand name, Babies R Us, and business mascot Geoffrey the giraffe.

The company also took over more than 20 other established toy and baby brands.

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Tru Kids aims to tap into the continued strong affinity for the Toys R Us and Babies R Us brands.

The new company will be led by Richard Barry, who previously worked at Toys R Us for 33 years, and will have an experienced team with unmatched industry expertise in the toy and baby space.

The first priority of Tru Kids will be to solidify the US retail strategy for Toys R Us and Babies R Us.

The company plans to have an omnichannel approach that is tech-immersive and experiential with a smaller footprint.

Tru Kids is working with partners around the world to expand the Toys R Us and Babies R Us businesses in their respective markets.

The company is planning to open 70 stores in 2019 in Asia, India, and Europe and develop new ecommerce platforms.

It is unclear if the plans for Europe also include the UK.

Tru Kids will be headquartered in New Jersey, just as Toys R Us originally was.

The new company is looking to bring the Toys R Us and Babies R Us brands to new and emerging territories.

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Here are some key facts about the new company:

Tru Kids was formed to be the successor to Toys "R" Us after the company's shutdown in 2018.

The bankruptcy plan went into effect on January 20, 2019, and the Toys "R" Us, Inc. trademarks were transferred to Tru Kids.

Tru Kids planned a merge for the company to rerun as new Toys "R" Us and to be renamed "Tru Kids" from Geoffrey LLC.

Tru Kids announced plans to revive the Toys "R" Us and Babies "R" Us brands in the future.

In July 2019, Tru Kids announced they would open two stores at the Galleria Mall in Houston, Texas and the Westfield Garden State Plaza in Paramus, New Jersey.

Tru Kids partnered with software powered company b8ta to power the physical shopping experience in the new stores.

On October 8, 2019, Tru Kids announced they had partnered with retailer Target to relaunch the Toys "R" Us e-commerce site.

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Target now powers toy assortment and fulfillment capabilities for Toys "R" Us.com and Toys "R" Us retail stores in the United States.

Tru Kids opened their first reimagined United States retail store on November 27, 2019.

In January 2021, Tru Kids closed their Galleria Mall and Garden State Plaza locations due to financial losses following the COVID-19 pandemic.

Tru Kids continues to exist as e-commerce only with a partnership with Amazon.

In March 2021, brand management firm WHP Global acquired a controlling stake in Tru Kids.

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WHP Global, a brand management company, has acquired a controlling interest in Tru Kids, the parent company of Toys R Us, Babies R Us, and Geoffrey the Giraffe brands. This move is expected to bring back Toys R Us stores in the US, potentially ahead of the holiday season.

WHP plans to open new stores in various formats, such as flagships, pop-ups, airport locations, or mini stores inside other retailers' shops. The exact number of new stores is undisclosed.

The acquisition marks a significant shift in the toy retail market, with WHP citing the white space in the toy market in North America as a key opportunity. With toys being "just on fire" last year, WHP is bullish on the brand's prospects.

Tru Kids has been trying to revive the Toys R Us brand since 2017, when it acquired the brands and intellectual property from the bankrupt retailer. However, its previous attempts, including opening two pop-up locations in the US, have been unsuccessful due to poor mall traffic.

Here are some key facts about the new development:

Despite the challenges posed by the COVID-19 pandemic, WHP is optimistic about the brand's prospects, citing the strong affinity for the Toys R Us and Babies R Us brands. With a clear understanding of the US marketplace, Tru Kids is poised to solidify its retail strategy and expand the brand globally.

WHP Global has acquired a controlling interest in Tru Kids, the parent company of Toys R Us, Babies R Us, and Geoffrey the Giraffe brands.

Yehuda Shmidman, chairman and chief executive officer of WHP, is excited about the opportunity, stating "We're in the brand business, and Toys R Us is the single most credible, trusted and beloved toy brand in the world."

WHP plans to open new Toys R Us stores in the U.S. ahead of this holiday season. The number of new stores is undisclosed, but they could come in various formats.

The new stores will likely benefit from the toy market's strong performance, with toys "just on fire" last year. This presents a great opportunity for Toys R Us to capitalize on the trend.

Shmidman notes that the U.S. is a "blank canvas" for the brand, and WHP is bullish on the white space in the toy market in North America.