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Consumer Products

TRU returns with new leadership

Toys "R" Us is changing its name to Tru Kids and tapped a new CEO, CFO, EVP of global license management, and SVP of global sourcing and brands.
February 11, 2019

Despite filing for bankruptcy protection in September 2017 and shuttering is US operations in March 2018, Toys “R” Us is returning as a new company with new leadership.

Tru Kids will be headquartered in New Jersey with a team that includes a number of returning Toys “R” Us employees. On January 20, Tru Kids—doing business as Tru Kids Brands—became the parent of more than 20 toy and baby brands including Toys “R” Us, Babies “R” Us and Geoffrey. Richard Barry, previously TRU’s global chief merchandising officer, will serve as Tru Kids Brands’ president and CEO.

Additionally, Matthew Finigan will serve as CFO, James Young was named EVP of global license management & general counsel and Jean-Daniel Gatignol was tapped as SVP of global sourcing & brands. Tru Kids Brands also appointed Yehuda Shmidman as vice chairman to advise on global strategy and execution.

Toys “R” Us and Babies “R” Us reported more than US$3 billion in global retail sales in 2018 through more than 900 stores and e-commerce business across Asia, Europe, Africa and the Middle East. Tru Kids Brands is teaming up with a number of global partners to open 70 stores in Asia, India and Europe throughout 2019 and will develop new e-commerce platforms in several key markets. Global partners include Al Futtaim Sons (UAE), Green Swan (Iberia), Keshet-Hypertoy (Israel), Lotte Shopping (South Korea) and Tablez & Toyz Private (India).

In November, grocery retailer Kroger launched TRU exclusives in the form of a Geoffrey’s Toy Box line  available in nearly 600 of its stores across the US. The merchandise includes a selection of 35 kids toys from Animal Zone, Imaginarium, You & Me, Journey Girls, Edu Science and Just Like Home.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com

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