Toys R Us poising itself for a comeback

A new company takes over the beloved brand

By Alayna Jones - Intern

Credit: Tru Kids Brands

ROANOKE, Va. - Toys R Us fans can get excited about the iconic brands new vision.

With a new company and team, Toys R Us officially emerged hoping to deliver the magic of its brand around the world. 

The new company, Tru Kids Inc., is taking over Toys R Us, Babies R Us, Geoffrey and more than 20 other established toy and baby brands.

For more than 70 years, children spent their childhood in Toys R Us and Babies R Us was the destination for expecting parents. The beloved and famous mascot Geoffrey the Giraffe was adored by children and their families for more than 50 years. 

Even though the two stores had an unprecedented effort to capture the U.S. market this past holiday season, they still have a strong loyalty on social media with more than 9.5 million followers. 

"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.," said Richard Barry, president & CEO of Tru Kids Brand. 

The new company also has plans to open 70 new stores internationally in Asia, India and Europe. 

Tru Kids will be headquartered in New Jersey with a skilled team of returning Toys R Us employees. 

According to Barry, the team is focused on bringing back the stores in a completely new way so the U.S. doesn't have to go another holiday season without the beloved brand. 

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