Toys 'R' Us poised for comeback a year after shutting down

Customers shop at a Toys 'R' Us store the iconic retail chain after it announced plans to shut all of its US stores becoming one of the biggest casualties of the retail shakeout amid the rise of e-commerce in Los Angeles California on March

In October, a group of investors won an auction for Toys R Us assets, believing they would do better by potentially reviving the toy chain, rather than selling it off for parts. The original Toys R Us stores were roughly about 40,000 square feet.

With a new company and team, Toys R Us officially emerged hoping to deliver the magic of its brand around the world. Starting Jan. 20, Barry and several other former Toys R Us executives founded Tru Kids and are now managing the Toys R Us, Babies R Us and Geoffrey brands. The management team includes Matthew Finigan, who previously served as VP and treasurer of Toys "R" Us as CFO; James Young, former executive VP and general counsel of Toys "R" Us, as executive VP of global license management & general counsel: and Jean-Daniel Gatignol, former senior VP of Toys "R" Us, as senior VP of global sourcing and brands.

According to the new company, Toys "R" Us and Babies "R" Us generated over $3 billion in global retail sales in 2018 through more than 900 stores and e-commerce businesses in 30-plus countries across Asia, Europe, Africa and the Middle East. But this isn't the Toys R Us's first resurrection act.

The company said some former Toys "R" Us employees are part of the comeback effort.

A company spokesperson said the company will have more specific information on its business plan in a future announcement - but it feels confident it will be able to leverage the value of the brand.

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In the U.S., Toys R Us and Babies R Us continue to have incredibly strong brand affinity and loyalty with more than 9.5 million followers across their social media channels.

"These brands are beloved by customers", said Barry.

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

Its lenders took control of the company's intellectual property, including the Toys "R" Us, Babies "R" Us and Geoffrey brand names.

For more than 70 years, children spent their childhood in Toys R Us and Babies R Us was the destination for expecting parents.

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