Toys“R”Us Announces Rebrand As ‘Geoffrey’s Toy Box’ With New Logo
By Mikelle Leow, 09 Oct 2018
Image via Toys“R”Us
It looks like you won’t have to say goodbye to your childhood at Toys“R”Us, after all.
The company has retracted from the liquidation sale of its assets, and has instead decided to let existing investors from its parent company, Geoffrey, LLC, reorganize its intellectual property.
“[The] new owners are actively working with potential partners to develop ideas for new Toys“R”Us and Babies“R”Us stores in the United States and abroad that could bring back these iconic brands in a new and re-imagined way,” the brand announced in a press release.
Along with an official statement, Toys“R”Us has also teased the return of the iconic ‘Geoffrey the Giraffe’ at the Fall Toy Preview fair in Dallas last week. There, the mascot was seen wearing a cape that read, “Back from Vacation.”
The company’s exhibit name was listed as ‘Geoffrey’s Toy Box’.
“Geoffrey’s Toy Box is a fully outfitted organization with design, development and global sourcing expertise,” the profile’s description reads.
Richard Barry, executive vice president of global merchandising at Geoffrey, LLC, told toy industry trade journal The Toy Book that Geoffrey’s Toy Box would return with a “shop-within-a-shop” concept.
It also got hold of the brand’s new logo—a dynamic, more colorful extension of the original, as shown below.
Per Barry, the company is expected to launch the new identity this November.
Guess who's back? He’s been traveling across the globe for the past few months but now #GeoffreysBack and once again ready to set play free for children of all ages. Share some of your favorite memories and get ready to make a whole lot of new ones! https://t.co/g4IMRXLsFP pic.twitter.com/VB2MjhnzKj— ToysRUs (@ToysRUs) October 6, 2018
You never know what you might see at Dallas Toy Preview! Geoffrey??? Back from vacation??? #FallToyPreview #GeoffreysBackPosted by ToyQueen on Tuesday, October 2, 2018
[via Observer, images via various sources]
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