Tru Kids

Tru Kids, Inc.
Tru Kids Brands
FormerlyGeoffrey LLC (2018–2019)
Company typePrivate
IndustryRetail
PredecessorToys "R" Us, Inc.
FoundedJanuary 20, 2019 (2019-01-20)
Headquarters
Parsippany-Troy Hills, New Jersey
,
US
Area served
Worldwide (licensing)
Key people
  • Yehuda Shmidman (CEO, WHP Global) Richard Barry (CEO emeritus), Matt Finigan (CFO, Treasurer)
  • Jean-Daniel Gatignol (senior vice president, "R" consumer brands)
Brands
OwnerWHP Global (controlling owner)

Solus Asset Management

Ares Management
Subsidiaries
Websitetrukidsbrands.com

Tru Kids, Inc. (/tru/; doing business as Tru Kids Brands) is an American retail and licensing company, established on January 20, 2019, after its lenders cancelled the bankruptcy auction and took over the Toys "R" Us intellectual property in October 2018.

The company operates the Toys "R" Us locations in the United States, and licenses the Toys "R" Us brand to operators outside of the United States. The company owns the rights to the Toys "R" Us brand globally, except for Canada.

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