Toys R Us tries for a comeback a year after going out of business

Some former Toys R Us executives are looking to bring back the iconic retailer — Geoffrey the Giraffe and all.

Toys R Us , unable to emerge from bankruptcy after a crippling 2017 holiday season. Its lenders, including Solus Alternative Asset Management and the Angelo Gordon investment firm, took control of the company‘s intellectual property, which include the Toys R Us, Babies R Us and Geoffrey brand names.

As of Jan. 20, several former Toys R US executives began running run a company called “Tru Kids” to manage those brands, said Richard Barry, new president of Tru Kids and former chief merchandising officer of Toys R Us.

Tru Kids is headquartered in Parsippanny, New Jersey, a 20 minute drive from Toys R Us‘ former headquarters in the town of Wayne. Other employees include former Toys R Us and Babies R Us workers, though it will be a “much tighter team overall” than than those employed by its predecessor, Barry said.

Its vice chairman will be Yehuda Shmidman, former CEO of Sequential Brands, the brand licensing company that runs labels like Martha Stewart Living and The Jessica Simpson Collection.