Toys 'R' Us tries for a comeback after going out of business


INDIANAPOLIS (WTHR) — Toys 'R' Us is looking to bring back the iconic toy retailer — under a new name.

Last year, the company liquidated its business and its lenders took control of the company.

According to CNBC, several former Toys 'R' Us executives started a company called "Tru Kids," to manage many of the brands.

Although Tru Kids is still a work in progress, the company is exploring options of how to market the company including stand-alone stores, pop-up shops or a partnership.

"Its focus will be on growing the Toys 'R' Us name in the United States. Globally, the brand continues operations across 900 stores, generating more than $3 billion in overall retail sales in 2018," according to CNBC.

Unlike Toys 'R' Us, Tru Kids will put an emphasis on technology, in-store experiences adn customer service, Richard Barry, new president of Tru Kids and former chief merchandising officer of Toys 'R' Us told CNBC.

But the biggest hurdle for the company will be to win over toymakers, many of whom fractured their relations with Toys 'R' Us after the company's demise.

If Tru Kids can do that, customers may see their beloved toy retailer return.

Filed under: