Toys “R” Us is being resurrected for the holiday season. After filing for bankruptcy protection from creditors in September 2017, it closed all its stores in the United States and United Kingdom earlier this year. But on November 13, 2018, Judge Keith Phillips of the U.S. Bankruptcy Court in Richmond, Virginia, signed off on a bankruptcy plan that revealed that investors intended to use the company’s brands in various ways. An initial approach can be found inside 600 Kroger supermarkets, where there are pop-up toy stores called “Geoffrey’s Toy Box” after the company’s giraffe icon.
What a Toys “R” Us Comeback Could Look Like
Toys R Us is being resurrected for the holiday season. After filing for bankruptcy protection from creditors in September 2017, it closed all its stores in the United States and United Kingdom earlier this year. But on November 13, 2018, Judge Keith Phillips of the U.S. Bankruptcy Court in Richmond, Virginia, signed off on a bankruptcy plan that revealed investors intended to use the company’s brands in various ways. An initial approach can be found inside 600 Kroger supermarkets, where there are pop-up toy stores called “Geoffrey’s Toy Box” after the company’s giraffe icon. But the environment that caused the toy chain’s demise has not changed. It still must compete with Walmart, Target, and especially Amazon, a competition based on price and convenience that it could not win. To succeed, it must provide children and their parents fabulous experiences.