Toys “R” Us To Re-Brand As Geoffrey’s Toy Box

News came last week that the brand Toys “R” Us who filed for bankruptcy, scrapped their auction of Toys R’ Us assets during a bankruptcy court filing last Tuesday, and plan on re-branding and reviving the company, as apposed to selling it off.

They announced in a press release that Toys “R” Us and all of its subsidiary companies are being acquired by a group of investors, led by a group entitled ‘Geoffrey, LLC’. They’re being re-branded as “Geoffrey’s Toy Box.”On their Toy Show Profile they describe this new company as a:

Wholesale toy distributor and intellectual property company whose focus is on popular play patterns across trusted brands that kids and parents love. Geoffrey’s Toy Box is a fully outfitted organization with design, development and global sourcing expertise. Portfolio includes popular brands like Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, Just like Home and more!

Geoffrey’s Toy Box will launch consumer locations across the country this coming November as a “shop-within-a-shop” concept, initially partnering with “a prominent Midwest retailer.” No word yet on who that retailer might be.

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