INDIANAPOLIS (WTHR) – Toys & # 39; R & # 39; Us seeks to recover the retailer of iconic toys, with a new name.
Last year, the company liquidated its business and its lenders took control of the company.
According to CNBC, several former executives of Toys & # 39; R & # 39; Us started a company called "Tru Kids", to manage many of the brands.
Although Tru Kids is still in process, the company is exploring options for how to market the company, including independent stores, emerging stores or an association.
"It will focus on growing the name of Toys & # 39; R & # 39; Us in the US On a global level, the brand continues its operations in 900 stores, generating more than $ 3 billion in retail sales in 2018" , according to CNBC.
Unlike Toys & # 39; R & # 39; Us, Tru Kids will emphasize technology, in-store experiences and customer service, Richard Barry, new president of Tru Kids and former head of merchandising for Toys & # 39; R & # 39; Us to CNBC.
But the biggest obstacle for the company will be to beat toy makers, many of whom fractured their relationships with Toys & # 39; R & # 39; Us after the disappearance of the company.
If Tru Kids can do that, customers can see how their beloved toy vendor returns.