Monday, January 24, 2022
Entertainment Earth

Toys R Us Rebrands as Geoffrey’s Toy Box?

News broke a few days ago that Toys R Us was cancelling their pending bankruptcy plans, with plans to reemerge in the marketplace. Just how and when that comeback would take place was still a mystery, until now.

Geoffrey the Giraffe was spotted at the Fall Toy Preview in Dallas sporting a “Back from Vacation” cape, which made a few headlines on Twitter and Linkedin. This led to a little Internet snooping, which turned up the following information…

Geoffrey’s Toy Box will launch consumer locations across the country this coming November as a “shop-within-a-shop” concept, initially partnering with “a prominent Midwest retailer.”

The new venture, for now, is being operated out of the Toys R Us headquarters building in Wayne, New Jersey, where a small number of former Toys R Us executives and employees continue to report to work.

How will Toys R Us succeed in a marketplace that has changed dramatically in a few short months? Amazon and Walmart are starting a huge push to replace the failed toy company. Walmart plans to add dedicated space for pop culture collectibles in the coming weeks, and Amazon has been signing exclusive rights for various toy lines (like Funko’s Primal Age line).

As always, leave your thoughts in the appropriate places…


Wholesale toy distributor and intellectual property company whose focus is on popular play patterns across trusted brands that kids and parents love. Geoffrey’s Toy Box is a fully outfitted organization with design, development and global sourcing expertise. Portfolio includes popular brands like Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, Just like Home and more!
Ashley Wilbanks
Owner and Managing Editor of and He loves comics, comic collectibles, movies, video games, and NFL Football.

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  1. This is great – but the question is — will I be able to use my gift cards?? My son had two that we didn’t get to use before you stopped taking them

  2. I am not sure about that. I wish I could tell you. The only thing I found was the information about them coming back. No other details are available at the moment.

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