I don’t even know why they saved the original branding, now.
It seems the owners of Toys ‘R’ Us were pretty quick on the turnaround of that relaunch plan. Because now, they’re coming back, around November this year. And they’ll rebrand as Geoffrey’s Toy Box.
Specifically, their plan seems to involve opening up stores within existing stores. Which is sensible to a degree; not only does it keep them from overextending from the get-go, it allows them to utilize their existing private-label brands that they still have access to. brands like Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, Just like Home, and so on.
That said, not everyone’s terribly happy about it. There is a very long list of manufacturers that were burned for millions of dollars when Toys ‘R’ Us went bankrupt. They’re specifically very upset with the hedge fund owners of the brand whose mismanagement led to that bankruptcy in the first place; managers which are still in power over the brand. According to Beaver Raymond, co-founder of Marshmallow Fun Co., most of these people were not happy to see someone in a Geoffrey suit traipsing around a recent Dallas toy show:
They owe all of these people so much money, and they are hopping around here having fun. I heard someone else say, ‘Where’s my rifle.’
That’s not to mention all of their former employees. While some have reported being asked back, that isn’t the case for most of them. The majority have been left swinging in the breeze, without any form of severance.
The point being that Geoffrey’s Toy Box has a big, uphill battle in front of it, when it comes to the graces of the industry and the company’s former employees.
Source: ComicBook.com
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