Tru Kids

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Tru Kids, Inc
Tru Kids Brands, Inc.
Geoffrey LLC (2018–2019)
Traded asNASDAQ (formerly)
PredecessorToys "R" Us, Inc.
FoundedJanuary 20, 2019; 5 months ago (2019-01-20)
Areas served
  • United States
  • Worldwide
Key people
  • Richard Barry (President, Chief executive officer)
  • Yehuda Shmidman (Vice chairman)
  • Matt Finigan (Chief financial officer, Treasurer)
  • Jean-Daniel Gatignol (Senior vice president, "R" Consumer Brands)
  • James Young (Executive vice president, Global Licensing & General Counsel)
DivisionsGeoffrey's Toy Box

Tru Kids, Inc. (doing business as Tru Kids Brands, pronounced true) is a company that owns the Toys "R" Us and Babies "R" Us brands. It was established on January 20, 2019 after its lenders cancelled the bankruptcy auction and took over the Toys "R" Us intellectual property in October 2018.[1]


On October 1, 2018, Toys "R" Us issued a court filing for the bankruptcy, after the company’s shut down since June 28, 2018[2], the company is no longer defunct. Tru Kids planned a merge for the company, to rerun as new Toys "R" Us. Tru Kids managed agreements with the company, to be its successor, and to be renamed “Tru Kids” from Geoffrey LLC.[3]

The company unveiled plans for a preliminary venture to be known as Geoffrey's Toy Box (Tru Kids’ division), a wholesale store-within-a-store concept that the company planned to deploy in time for the holiday shopping season. The company planned to revive the Toys "R" Us and Babies "R" Us brands in the future.[77] In November 2018, it was announced that agreements had been made with the grocery market chain named Kroger will add toy displays under the Geoffrey's Toy Box brand to some of its locations, to sell selections of Toys "R" Us private-label products for holiday seasons.[4] [5]The brand, Geoffrey’s Toy Box, operates as Geoffrey LLC, an intellectual property holding company within Toys "R" Us.[6]

On January 20, 2019, the bankruptcy plan went into effect, and the Toys "R" Us, Inc. trademarks were transferred to Tru Kids.[7]


Official divisions[edit]

  • Geoffrey’s Toy Box

Acquired from Toys "R" Us, Inc.[8][edit]


  1. ^ Morgan, Blake. "Toys 'R' Us Is Making A Comeback As Tru Kids -- With A Modern Customer Approach". Forbes. Retrieved February 13, 2019.
  2. ^ Corkery, Michael (2018-06-30). "At Toys 'R' Us, 'There Is Nothing Left': The Day It Closed for Good". The New York Times. ISSN 0362-4331. Retrieved 2019-05-09.
  3. ^ Rizzo, Lillian (2018-10-02). "Toys 'R' Us Lenders Plan Brand's Revival". Wall Street Journal. ISSN 0099-9660. Retrieved 2019-05-09.
  4. ^ "The Ghost of Toys R Us Will Haunt Kroger Stores This Holiday Season". Fortune. Retrieved 2019-05-09.
  5. ^ Telford, Taylor. "Toys R Us and Geoffrey the Giraffe are attempting a comeback with pop-ups inside Kroger stores". Retrieved 2019-05-09.
  6. ^ "Kroger to revive Toys R Us for the holidays". Supermarket News. 2018-11-02. Retrieved 2019-05-09.
  7. ^ "Toys "R" Us Officially Emerges as a New Company, Tru Kids Brands • The Toy Book". The Toy Book. 2019-02-11. Retrieved 2019-05-09.
  8. ^ "Toys R Us re-emerges as Tru Kids Inc". North Jersey. Retrieved 2019-05-09.

External links[edit]