Don’t Call It a Comeback! Toys R’ Us Returning As Geoffrey’s Toy Box?

After several rumors and reports were swirling around last week, it seems Toys R Us is making a comeback, sort of.  A press release from Geoffrey LLC went out last week basically saying they were acquiring everything as far as branding and intellectually property associated with Toys R Us and Baby R Us.

So, while everyone was distracted at NYCC, Geoffrey was over at the Fall Toy Preview in Dallas wearing a cape saying he was “back from vacation”.  He was working at a booth aptly named “Geoffrey’s Toy Box”.

After reaching out to a few people there, the plan is to open locations under the “Geoffrey’s Toy Box” by the Holidays of this year. That already being a tall order, these new shops will be done as a “shop-within-a-shop” concept.  So, they are basically opening mini-locations within larger retail stores for the Holidays.  Much like KB toys was rumored to do earlier, or how a “Toy City” inside of Party City was talked about.

Geoffrey’s Toy Box Toy Preview booth description:

“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!

Press Release:

WAYNE, NJ – October 2, 2018 – Geoffrey, LLC, Toys “R” Us, Inc.’s intellectual property holding company subsidiary, announced today that it is moving forward with a plan for substantially all of its assets to be acquired by a group of investors led by Geoffrey, LLC’s existing secured lenders.

The announcement was made following a five month marketing effort by Boston-based Consensus, an investment bank retained to market the assets of Geoffrey, LLC, that resulted in several formal and informal proposals to acquire the intellectual property assets. After considering such proposals, it was determined that the proposal from the existing term lenders was meaningfully higher and better than any other global bid or the sum of the bids received on individual assets. The transition of the business to its new owners is pending approval of the United States Bankruptcy Court and all major creditor constituencies are supportive. Geoffrey, LLC thanks all parties that participated in discussions with the company over the prior months, particularly those that submitted proposals, for their thoughtful and diligent engagement.

Geoffrey, LLC, as reorganized, will control a portfolio of intellectual property that includes trademarks, ecommerce assets and data associated with the Toys “R” Us and Babies “R” Us businesses in the United States and all over the world, including a portfolio of over 20 well-known toy and baby brands such as Imaginarium, Koala Baby, Fastlane and Journey Girls. The reorganized company will own rights to the Toys “R” Us and Babies “R” Us brands in all markets globally, with the exception of Canada. It will also become the licensor of the brands to the company’s existing network of franchisees operating in countries across Asia, Europe and the Middle East, and in South Africa.

In addition to continuing to service these markets, the new owners are actively working with potential partners to develop ideas for new Toys “R” Us and Babies “R” Us stores in the United States and abroad that could bring back these iconic brands in a new and re-imagined way. Geoffrey LLC will provide additional detail on this front as it becomes available.

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