Toys “R” Us has officially emerged as a new company, with new leadership and a new vision to deliver the magic of its iconic brands around the world. The announcement from parent company Tru Kids Inc, is bound to make fans of the iconic brand excited, but it is too early to determine to what extent the brand is “back” at all, especially as it pertains to shoppers in the United States.In a deal that went into effect in January, Tru Kids Brands, became the “proud parent of Toys”R”Us, Babies”R”Us, Geoffrey and more than 20 established consumer toy and baby brands.” There are tons of images on the Tru Kids Brand celebrating Toys “R” Us stores, but all USABR has been able to find are outside of the US. Below is an image provide to USABR and it is of a store in Bangalore, India.
Tru Kids Brands appears to be pursuing a course that gives homage to its roots, saying in a statement that the company ” will be led by Richard Barry, the former global chief merchandising officer at Toys”R”Us, who will serve as President & CEO along with an experienced management team that includes Matthew Finigan as CFO, James Young as EVP of Global License Management & General Counsel, and Jean-Daniel Gatignol as SVP of Global Sourcing & Brands.” In addition to Barry, Finnigan and Young also have years of experience with Toys “R” Us, according to the company site.
The statement notes that “For over 70 years, Toys”R”Us has celebrated the joys of childhood with kids of all ages and Babies”R”Us has been the destination for all new and expecting parents. Geoffrey the Giraffe, the beloved mascot of Toys”R”Us for more than 50 years, is adored by kids and their families all around the world.”
The company is bullish about its products, even citing the last year as an example of the interest for the brand globally, stating, “This brand power remains as 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+ countries across Asia, Europe, Africa and the Middle East. 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.”
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