In case you missed it, Toys “R” Us was going out of business and declaring bankruptcy. They then stopped the process and decided to re-brand themselves. One thing is staying constant though. Geoffrey the Giraffe will be at the head of the re-branding as it will now be called Geoffrey’s Toy Box. The use of the tallest animal in the world is sure to garner attention. Especially if people walk around in a giraffe costume.
Here’s the description of Geoffrey’s Toy Box:
Wholesale toy distributor and intellectual property company whose focus is on popular play patterns across trusted brands that kids and parents love. Geoffrey’s Toy Box is a fully outfitted organization with design, development and global sourcing expertise. Portfolio includes popular brands like Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, Just like Home and more!
The relaunch was shown to those who attended the Dallas Toy Preview with company reps able to answer questions. It appears that they do not plan on using their own stores, but rather using the concept of a “shop-within-a-shop.” So, they’re now just going to be those annoying kiosks in Macy’s, Kohl’s, and more? The specific stores where Geoffrey’s Toy Boxes will appear were not named.