Toys “R” Us Brands Now Operating as Tru Kids

Former Toys executives examining future business under new name
Posted February 11, 2019

When Toys “R” Us (Wayne, N.J.) liquidated its business last year, it also lost control of the rights to its brand names, Toys “R” Us, Babies “R” Us and Geoffrey brands, which it gave lenders control of.

Beginning Jan. 20, several former executives have been operating a company called Tru Kids, managing the former Toys “R” Us brands, reports CNBC. The company has been operating out of Parsippany, N.J.

Though the leadership at Tru Kids has yet to reveal a business plan, the company is still exploring its options, including stand-alone stores, pop-up shops or other partnerships, like the one it had this past holiday season with Kroger (Cincinnati).