Toys 'R' Us may be about to rise up from the ashes like a phoenix after plans to auction off its trademarks were promptly canceled.
The rise of how we use the internet for shopping and streaming in the 21st century has left a lot of stores and businesses struggling to cope. Take Blockbuster, for example. Who would go down to video rental stores any more when almost every movie and TV show you could ever hope to watch is available at the touch of a button?
As much as the demise of Blockbuster hit us in the feels, its gradual disappearance from high streets was nothing compared to the loss of Toys 'R' Us. For generations, kids looked forward to visiting the stores worldwide and wandering up and down the aisles that were stocked with thousands of toys. However, earlier this year, the chain's debt became too much and it was forced to close its doors.
Months later, now that all the stores have been closed and Toys 'R' Us is presumably dead and buried, the company may have just been thrown a lifeline. According to Engadget, an auction by Toys 'R' Us's top lenders to sell off the company's names and trademarks has been canceled. Instead, there is apparently a plan in the works to revive the brand.
The next steps are still unclear, but apparently Geoffrey LLC. (you see what they did there?) now owns all of the trademarks, e-commerce assets, and data relating to Toys 'R' Us, Babies 'R' Us, and any other smaller associated toy brands. That could mean a few things, however, the one outcome that we are now all hoping for is a miraculous return to the high street.
What we should point out is that this news doesn't necessarily mean Toys 'R' Us is definitely back. It is a promising first step, though. What it could mean is that the e-commerce assets and data mentioned above are simply used to target ads specifically to those who shopped at Toys 'R' Us in the past. If you're one of those people, maybe you should ready yourself for unexpected internet ads using nostalgia to make you buy more toys.