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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.

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