Toys R Us Is Coming Back As Geoffreys Toy Box?

According to a new press release sent out yesterday, Toys “R” Us and all of its subsidiary companies are being acquired by a group of investors led by an entity entitled ‘Geoffrey, LLC’.

The announcement was made after a 5-month long marketing campaign to sell Toys R Us’ assets and branding.

According to their toy show profile, Geoffrey LLC will now be operating under the name ‘Geoffrey’s Toy Box’ 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.”


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