Toys R Us is back — well, sort of.
Children of the ’90s and early 2000s are likely familiar with the chain’s backward R and giraffe mascot. Like many retailers, however, Toys R Us struggled to navigate the world of e-commerce, and eventually closed all of its US locations in 2018 after filing for bankruptcy protection.
But, while the Toys R Us stores of the past may be gone, the brand has gotten a revival under new management. Some in the retail world refer to such stores as “zombie brands.”
That’s because WHP, a brand management company, holds a controlling stake in Toys R Us’ parent, and it has been using the chain’s name and other intellectual property, such as Geoffrey the Giraffe, in its new…