by 👩💻 Stephanie Boyd
There have been a few big brands and lines that have dropped off in recent years for one reason or another. Sadly, some big chains and brands who have become household names simply haven’t been able to keep up with the changing marketplace – and it seems that, at least up until recently, the hugely popular Toys R Us was the latest in a line of shock chain bankruptcies. For many people, Toys R Us was a big childhood staple – which is why the death of the brand hit home for so many across the West.
However, news is currently spreading that the brand may not be down for the count just yet. The Wall Street Journal reported that lenders in charge of the Toys R Us and Babies R Us names will seek to revive the brands as opposed to pushing the lines further into the bankruptcy process. The long story in short is, it appears, the Toys R Us name is simply too big and too valuable a name to simply allow to fall into the ether of bankruptcy – which, of course, will be great news to fans of the brand – though stores have already closed en masse across the West.
All 735 stores across the US alone closed and were sold on earlier this year, less than twelve months after the brand’s CEO, Dave Brandon, advised that bankruptcy protection was being sought. At that time, Brandon was keen to continue to ‘strengthen (the brand’s) competitive position in an increasingly challenging and rapidly changing retail marketplace worldwide’. Sadly, such plans never came to fruition – though, at least, it does seem that the name may be heading back to the high street in the distant future, though remaining spokespeople for Toys R Us are yet to confirm or deny such matters.
It’s not easy to say why Toys R Us fell into financial disrepair – some speculate that the brand was not competing well as a result of increasing pressure from online stores and sales, and while the chain still had a healthy store presence via their website, it could be argued that consistent market leaders such as Amazon continued to eat away at their once burgeoning popularity. Is Toys R Us coming back with view to it scaling the heights of its immense popularity once again – or is it merely a hopeful nostalgia trip?