Toys R Us to Return as ‘Geoffrey’s Toy Box’
Via Toy News International:
Following the news last week of the cancellation of the Toys R Us bankruptcy sale, it looks like Toys R’ Us is already poised for making a comeback here in the United States after just a few months ago declaring bankruptcy and closing all their US based stores.
So we already told you how it looked as if the Toys R’ Us controlling lenders had a last minute change of heart about selling off all the companies assets because they decided the brand was just two valuable.
Then last Tuesday Geoffrey, the Toys R’ Us mascot turned up at the annual Dallas Toy Preview show wearing a cape that said back from vacation. and having a booth called Geoffrey’s Toy Box.
On the Dallas Toy Preview show website there is a description for Geoffrey’s Toy Box which reads as follows:’
“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!
According to various reports, the Geoffrey’s Toy Box reps who were at the Dallas show were telling folks their plan is to open consumer locations under the Toy Box name by November of this year. These will be done as a “shop-within-a-shop” concept where at least initially they will partner with prominent midwest retailers. In other words they will be opening for the holidays mini-locations within larger retail stores that might not normally sell much in the way of toys.
This is similar to the plan we heard several months ago when Toys R’ Us first went under about KB Toys trying to make a return. Other retailers such as Party City have also indicated they will be implementing similar strategies as they all try and fill the toy store void during this busy holiday shopping season.