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Toys R Us Is Making a Comeback Under a New Name

The toy and baby giant is returning as Tru Kids Inc.


Tru Kids Brands

Last year’s closing of Toys R Us was heartbreaking for all of us who grew up going to the toy giant as kids. But fans of Geoffrey, the toy chain’s famous giraffe mascot of more than 50 years, and the iconic toy store just got some great news: The company is making a comeback as Tru Kids Inc.

Tru Kids Brands is the parent company of Toys R Us, Babies R Us and more than 20 other baby and toy brands. Even Geoffrey is making a comeback. Tru Kids focuses on growth by providing kid- and parent-focused experiences to shoppers. Though the new company just launched on January 20, it relies on a 70+ year legacy of Toys R Us and Babies R Us.

The company plans to open 70 stores in Asia, India and Europe alone from its NJ headquarters. Last year, more than 900 stores in more than 30 countries in Asia, Africa, Europe and the Middle East generated billions in sales. Its plans for the US are still TBA.


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