The latest update in the fall and rise of Toys“R”Us has been revealed, with the brand coming back with a new concept. Rather than work as their own large, independent stores, the company will be operating within existing stores. While none of those host locations were specified, a name that did come up was the new name for these shop within a shops: Geoffrey’s Toy Box.

The company is aiming to set these up come November, just in time for the holiday shopping season, bringing products and their dedicated toy focus back to consumers.

You can view the full press release below:

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.



Rating: 4
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Written by Ricky Berg

When he isn’t writing for Nintendo Wire, Ricky’s anticipating the next Kirby, Fire Emblem, or if the stars ever align, Mother 3 to be released. Till then he’ll have the warm comfort of Super Smash Bros. to keep him going.

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  1. Gabriella says:

    Good name we kids can make a lot of new memory with this new store

    Rating: 5
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  2. Cindy Dudek says:

    If they are going to be a very small store setup within another store it isn’t going to work
    The appeal of Toys r us has always been is that they have everything
    You can go in the store and compare one item to the other for quality features etc.If they are going to only carry select things they will only be another little toy department with no selection like Walmart or Target has.There vast selection was always the draw.

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  3. Billy Bob says:

    Stupid idea by changing the name, because you lose the brand image that people associate with a giant toy store. I guess since it’s no longer going to be a giant toy store, this is how they’re going to make money, but it’d have been better if they could have done pop ups like KB Toys was talking about doing, only call them “Express”, so you have a Toys R Us Express in the mall right next to KB Toys (only TRUE- get it? would have their R Us banded items like Imaginarium, Journey Girls, FastLane, etc).

    Rating: 1
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  4. Something says:

    Yeah I agree with Billy, that idea sounds a lot better or maybe they should have just gone online since it would have the potential to be much more secure and less people would lose their jobs if things went south. And though I know people felt that the Toys-R-Us comeback and rumours of them going online meant they were just doing it for money, I think the way they’re coming back really shows that they almost did go out of business and were just fortunate enough to find a way to not go out completely.

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  5. Kathy E Snyder says:

    how can i get my job back

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  6. Debra L Paul says:

    To whom it may concern,

    Very happy to hear that you are coming back even if it’s under a different name. Was always a nice store and am hoping you come back to my city and state which is Lafayette Indiana.


    Rating: 5
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  7. Jessica says:

    If it isn’t going to be big like before than it’s pointless to even come back because I’m better off to keep going to Walmart now since it would probably carry the same things. If you guys are going to bring it back then you need to BRING IT ALL BACK! Toys r us wasn’t a small store and shouldn’t be because it should have almost every toy there is and this time don’t make the prices more expensive especially if you can get the same product at a different store but I hope to see a store just like Toys r us in my area soon. I have a 3 year old.

    Rating: 3
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  8. jason hepler says:

    are they going to open one up in merriville indiana at the former toys r us store

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  9. Danielle says:

    Changing the name is a horrible idea! ,,,,,It’s ruined! Close up call it a day it’s not gonna work,,,sorry

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