Toys ‘R’ Us Making A Comeback Under A New Name

Time to put that box of tissues away because Toys “R” Us isn’t putting the nail on the coffin just yet. Less than a year after Toys “R” Us liquidated its assets and closed all of its stores, the company is back with a new name, new look and — most importantly — a new sales strategy.

Richard Barry, the former global chief merchandising officer at Toys “R” Us, as well as several former Toys “R” Us executives are re-launching the company under new name Tru Kids Brands. Tru Kids became the new owner of Toys “R” Us, Babies “R” Us, Geoffrey as well as other brands, according to a statement from the new company.

Tru Kids aims to open 70 stores this year in Asia, Europe and India, and will also have a domestic plan for the U.S., placing a large emphasis on growing the brand. Tru Kids will take a different approach to sales and customer experience, focusing
on technology, in-store experiences and customer service.

Modern customers enjoy the convenience of being able to find products easily online, and in response, Tru Kids is finalizing a business plan and is open to a variety of retail approaches, including stand-alone stores, pop-up shops or partnerships with other brands.

By: Maytinee Kramer