Toys R Us reborn, parent to be called Tru Kids

The Toys R Us saga continues, as the company now has a brand new parent. Tru Kids will spearhead the brand’s return to retail.

Tru return

By now, anyone who has been paying attention should know what happened to Toys R Us and Babies R Us. Memories don’t even have to stretch all that far back, since both brands went belly up just last year.

While that seemed to be it, at least in the US where TRU wasn’t saved, it was not the end of the story. Toys R Us actually made a modest return over the Holidays, in a series of popup stands. But even that isn’t the end of the news… which is a good thing since those stands weren’t all that great.

This week Tru Kids was formed, with former TRU global chief merchandising officer Richard Barry at the helm. This new company is more in line with what people might have been expecting. And it looks like the goal is nothing less than a full rebirth in the United States.

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While Tru Kids is the corporate owner, the aim seems to be new stores for both Toys R Us and Babies R Us. No timeline has been set just yet for that though, so all of this is still seemingly in the planning.

Cross your fingers for news to come along sooner than later.

Source: Toy Book

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