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Author Topic: Toys R Us - Brand Re-launch  (Read 418 times)

Nicklab

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Re: Toys R Us - Brand Re-launch
« Reply #3 on: February 11, 2019, 11:04:01 AM »

Check out this article that ran in Business Insider today:

Toys R Us is rising from the dead


-Toys R Us is back in action.
-The newly founded company Tru Kids Inc. on Monday announced its intent to resurrect the brand this year.
-The toy retailer closed all its US locations in the summer of 2018.

Toys R Us isn't ready to get banished to the island of misfit toys.

Months after the toy chain's demise, Tru Kids Inc. — also known as Tru Kids Brands — has gobbled up Toys R Us, Babies R Us, and their mascot, Geoffrey.

A statement from Tru Kids on Monday cited the former toy retailer's "brand power" and "loyalty," saying the Toys R Us and Babies R Us lines "generated over $3 billion in global retail sales in 2018 through more than 900 stores and e-commerce businesses."

Tru Kids was founded this year to salvage the retailer's still valuable brands. Richard Barry, the company's CEO and president, worked at Toys R Us for 33 years, rising to the rank of global chief merchandising officer.

"Despite unprecedented efforts to capture the US market share this past holiday season, there is still a significant gap and huge consumer demand for the trusted experience that Toys R Us and Babies R Us delivers," Barry said in the statement from Tru Kids.

The toy retailer's bankruptcy filing and subsequent store closures and layoffs sparked woes at toy makers like Hasbro and Mattel during the holiday season. But this isn't Toys R Us's first resurrection act. Speculation about a return swirled in October when its brand auction was canceled. And in November, Toy R Us reorganized and launched a series of pop-up events at Kroger.

The Tru Kids statement said the veteran Toys R Us executives Matthew Finigan, James Young, and Jean-Daniel Gatignol would also have leadership roles in the new company.

"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 US doesn't have to go through another holiday without these beloved brands," Barry said.


Take this as you will.  It reads like a glorified press release.  I would wait for an announcement of store locations opening before getting truly excited about this news.
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Nicklab

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Re: Toys R Us - Brand Re-launch
« Reply #2 on: October 11, 2018, 06:32:18 PM »


Check out this press release, because Toys R Us is coming back!


Geoffrey, LLC’s Assets to Be Acquired by Its Secured Lenders

WAYNE, NJ – October 2, 2018 – Geoffrey, LLC, Toys “R” Us, Inc.’s intellectual property holding company subsidiary, announced today that it is moving forward with a plan for substantially all of its assets to be acquired by a group of investors led by Geoffrey, LLC’s existing secured lenders.
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.




There are additional rumors circulating about the brand, and that they may launch pop-up shops for the holiday season that will be located within a national retail chain, with the possible name "Geoffrey's Toy Box".  My personal theory is that it may be a partnership with Macy's stores.
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Nicklab

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Toys R Us - Brand Re-launch
« Reply #1 on: October 03, 2018, 04:50:51 AM »

The news of the demise of Toys R Us may have been premature...

Toys 'R' Us lenders cancel auction, plan to revive brand

(Reuters) - The top lenders of Toys ‘R’ Us have decided to cancel the bankruptcy auction of its brand name and other intellectual property assets and instead plan to revive the Toys ‘R’ Us and Babies ‘R’ Us brand names, a court filing on Monday showed.

The bankrupt retailer’s debtors aim to open a new Toys ‘R’ Us and Babies ‘R’ Us branding company that maintains existing global license agreements and can invest and develop new retail shops.

The lenders also plan to expand its international presence and further develop its private brands business.

The bids were not superior to the plan to revive the brand as it did not offer “probable economic recovery” to creditors as well as benefits to stakeholders who would maintain the brands under the new independent U.S. business, the court filing showed.

Toys “R” Us filed for Chapter 11 bankruptcy protection in September last year, hoping to restructure some $5 billion in debt, much of which stemmed from a $6.6 billion leveraged buyout by private equity firms in 2005.

But the company changed course in March, saying it would sell its operations in Canada, Asia and Europe, and shut down in the United States.

Under the intellectual property auction, the company had planned to sell its assets, including the brand names of Toys ‘R’ Us, Babies ‘R’ Us, registry lists, website domains, Geoffrey the Giraffe and other assets.
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