A potential Toys “R” Us (TRU) revival in the U.S. is taking shape. Following last fall’s cancellation of the company’s IP auction in a move that brought the assets of Toys “R” Us and Babies “R” Us in-house under Geoffrey LLC and the ownership of the secured creditors, Geoffrey’s Toy Box launched as a way to keep TRU house brands in front of shoppers during the holiday season. Those displays—pallet shippers dropped on more than 600 Kroger locations—were met with mixed reaction, but the true revival may be yet to come.

The New York Post reports that a group of former Toys “R” Us executives officially launched Tru Kids Inc. this past Sunday. The new company was first named in court docs filed on Dec. 11 as the successor to Geoffrey LLC. The Toy Book has also learned that a number of Tru Kids urls were purchased on Nov. 30, including variations on TruKidsBrand.com, TruKidsToys.com, and TruKidsBaby.com. A new trademark application was submitted on Nov. 29.

According to The Post, reps from the new company, led by CEO Richard Barry, former global chief merchandising officer of Toys “R” Us and executive vice president, Geoffrey’s Toy Box, just returned from Hong Kong Toy Fair and are seeking meetings for New York Toy Fair.

The new company will service TRU international locations, and will be seeking additional partnership opportunities such as the deal with Kroger, in addition to the potential for pop-up Toys “R” Us stores, according to the report.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.