Toys 'R' Us is coming back with a new brand name

Oct 24, 2018
01:03 P.M.

Toys “R” Us are canceling their bankruptcy and will be returning with a new name called “Geoffrey’s Toy Box.”


For so long, the company has been known worldwide for providing toys to many children. When they announced their bankruptcy, a lot of people were shocked.

This October, during a recent press release the company expressed their desire to move forward with a new identity.

The official statement of the company confirmed the cancellation of their bankruptcy, and they are to re-open several stores in different locations.


Follow us on Twitter at AmoMama USA for more details and updates.

With their plans to revive the brand, the company will highlight their infamous mascot, Geoffrey the Giraffe since Toys “R” Us will officially become “Geoffrey’s Toy Box.”

The company’s lenders and investors have supposedly expressed their desires to revive the brand and increase the sales.

To prove that they are serious with their new undertaking, the Toys News International reported that the company’s mascot appeared at the annual Dallas Toy Preview as a publicity stunt signaling the brand’s comeback. Geoffrey the Giraffe even had his own booth at the event called Geoffrey’s Toy Box.


According to the show’s official website, Geoffrey’s Toy Box was called a toy distributor and an intellectual property company, which mainly focuses on “popular play patterns across trusted brands that kids and parents love.”

After the official statement from the company, Toys “R” Us’ official Twitter account also shared the news.


They wrote, “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.”

As Christmas season is approaching, other retailers like Party City have been doubling their efforts to expand their reach following the filing of bankruptcy of Toys “R” Us.


A significant gap has been made since they stopped selling toy products and other retailers have been busy covering that gap. The goal is to make more children happy by bringing them lots of choices for toys.


Toys have always been very popular among children, especially during the winter holidays. Although, a lot of parents are more cautious now since some toys have been proven to be dangerous.

An example of those toys are the ones called “Squishies,” which are shaped in the form of food or cute animals that are said to contain cancer-causing chemicals, as reported by the Danish Environmental Protection Agency.

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