Attempt to resurrect Toys R Us brand confirmed

It has been announced that Geoffrey LLC is seeking to resurrect the Toys R Us brand.

Following the recent news that a group of hedge funds, as the lenders who own the Toys R Us intellectual property, will resurrect the brand, an announcement has been made by the Geoffrey LLC business.

There is some controversy around the move as there are still outstanding debts that went unpaid and thousands of employees lost their jobs when the US and UK businesses went bankrupt earlier this year.

Here is the press release:

The announcement was made following a five month marketing effort by Boston-based Consensus, an investment bank retained to market the assets of Geoffrey, LLC, that resulted in several formal and informal proposals to acquire the intellectual property assets. After considering such proposals, it was determined that the proposal from the existing term lenders was meaningfully higher and better than any other global bid or the sum of the bids received on individual assets. The transition of the business to its new owners is pending approval of the United States Bankruptcy Court and all major creditor constituencies are supportive. Geoffrey, LLC thanks all parties that participated in discussions with the company over the prior months, particularly those that submitted proposals, for their thoughtful and diligent engagement.

Geoffrey, LLC, as reorganized, will control a portfolio of intellectual property that includes trademarks, ecommerce assets and data associated with the Toys “R” Us and Babies “R” Us businesses in the United States and all over the world, including a portfolio of over 20 well-known toy and baby brands such as Imaginarium, Koala Baby, Fastlane and Journey Girls. The reorganized company will own rights to the Toys “R” Us and Babies “R” Us brands in all markets globally, with the exception of Canada. It will also become the licensor of the brands to the company’s existing network of franchisees operating in countries across Asia, Europe and the Middle East, and in South Africa.

In addition to continuing to service these markets, the new owners are actively working with potential partners to develop ideas for new Toys “R” Us and Babies “R” Us stores in the United States and abroad that could bring back these iconic brands in a new and re-imagined way. Geoffrey LLC will provide additional detail on this front as it becomes available.

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Graham

Graham is the Editor of BrickFanatics.com, with plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. If you would like to get involved with Brick Fanatics, as a builder, writer or photographer – then please contact Graham at graham@brickfanatics.com.

Graham

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