Former Toys R Us executives planning comeback for the brand

A revival for Toys R Us may be in the cards, with former executives planning to revive the brand, launching a new form called Tru Kids Inc.

Former executives at Toys R Us, which went bankrupt and liquidated its stores last year, have been reaching out to toy manufacturers in order to begin plans for a comeback for the brand. The New York Post reports that Tru Kids Inc was launched on Sunday and owns the rights to the Toys R Us brand, Babies R Us brand and Geoffrey the Giraffe mascot.

The new Chief Executive is Richard Barry, who was in charge of merchandising at Toys R Us, with he and his team looking to set up appointments with suppliers at the upcoming New York Toy Fair. Some may choose not to get involved with the new venture, given that those involved are not always considered without blame in the Toys R Us bankruptcy.

“Almost everyone at the show got burned by Toys ‘R’ Us,” one toy executive told the Post.

Although the stores closed last year, Barry and former executives have been taking care of the licensing side of the brand for those countries where Toys R Us stores are still open.

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Graham was the Editor up until November 2020. He has 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. Follw Graham on Twitter @grahamh100.

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