USA – 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.
Effective January 20, 2019, the new company, Tru Kids Inc. doing business as 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.
“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,” added Barry,” further updates on the U.S. business strategy to follow.”
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.
“Despite unprecedented efforts to capture the U.S. 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,” said Richard Barry, President & CEO of Tru Kids Brands. “We have a once-in-a-lifetime opportunity to write the next chapter of Toys”R”Us by launching a newly imagined omni channel retail experience for our beloved brands here in the U.S. In addition, our strong global footprint is led by experienced and passionate operating teams that are 100% focused on growth.”
Tru Kids will be headquartered in New Jersey with a skilled team of returning Toys”R”Us employees.