New Toys R Us emerges, aims to be selling before the holidays

Cornelia Mascio
Febbraio 12, 2019

Toys R Us, buckling under competition from Amazon and several billions of dollars of debt, filed for Chapter 11 reorganization in September 2017 and then liquidated its businesses past year in the well as several other regions including the United Kingdom.

"That's certainly our intent, to be in a position where USA consumers can engage with Toys "R" Us and Babies "R" Us again this holiday season", said Richard Barry, a former Toys "R" Us executive who is now chief executive officer of the new entity Tru Kids Inc. The original Toys R Us stores were roughly about 40,000 square feet. But units in other markets, like Asia, remained in business, and they still pay royalties to and buy private-label goods from Tru Kids, essentially a licensor of brands. Barry will serve as CEO and president. But this isn't the Toys R Us's first resurrection act.

Richard Barry, the former global chief merchandising officer at Toys "R" Us, is serving as president and CEO of Tru Brands Kids.

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

"We have an incredible team focused on bringing Toys R Us and Babies R Us back in a completely new and reimagined way, so the U.S. doesn't have to go through another holiday without these beloved brands", Barry said.

Toys R Us fans in the USA should see the iconic brand re-emerge in some form by this holiday season.

The company feels Toys "R" Us and Babies "R" Us continue to have incredibly strong brand affinity and loyalty in the United States, as they have more than 9.5 million followers across their social media channels.

"These brands are beloved by customers", said Barry. LLC (UAE), Green Swan (Iberia), Keshet-Hypertoy Ltd. (Israel), Lotte Shopping Co.

Tru Kids, based in Parsippany, New Jersey, about a 20 minute drive from Wayne, New Jersey, where Toys R Us was based, will work with licensing partners to open 70 stores this year in Asia, India and Europe.

The bankrupt retailer liquidated its US business a year ago, closing all stores. All of those locations were re-leased during the liquidation of the company.

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