"Children of the '90s and early 2000s are likely familiar with the chain's backward R and giraffe mascot. Like many retailers, however, Toys R Us struggled to navigate the world of e-commerce, and eventually closed all of its US locations in 2018 after filing for bankruptcy protection. But, while the Toys R Us stores of the past may be gone, the brand has gotten a revival under new management."
"That's because WHP, a brand management company, holds a controlling stake in Toys R Us' parent, and it has been using the chain's name and other intellectual property, such as Geoffrey the Giraffe, in its new stores. Those include a flagship location in the American Dream mall in New Jersey as well as stores-within-stores in some Macy's department stores. WHP and Go! Retail Group, the company that operates the store, did not respond to a request for comment."
Toys R Us closed all U.S. stores in 2018 after filing for bankruptcy protection. The brand has been revived under new management, with WHP holding a controlling stake and leveraging Toys R Us intellectual property such as Geoffrey the Giraffe. The revival includes a flagship at the American Dream mall, stores-within-Macy's shop-in-shops, eight new flagship stores, and 20 seasonal holiday locations. Go! Retail Group operates the physical stores. The company is positioning smaller, seasonal, and shop-in-shop formats to capitalize on holiday traffic and nostalgia. Some industry observers label such relaunches 'zombie brands.' A seasonal Maryland location opened for the holiday shopping season.
Read at Business Insider
Unable to calculate read time
Collection
[
|
...
]