Breaking News: Toys ‘R’ Us to return with new name

February 11, 2019

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It would seem that you can’t keep a good giraffe down as Toys ‘R’ Us is set to return under a new brand name – TRU Kids Brands. Toyworld Mag have the inside info.

As reported by ANB Media, January 20th saw the new company, Tru Kids Inc., trading as Tru Kids Brands, become the parent company of Toys R Us, Babies R Us, the mascot Geoffrey the Giraffe, plus more than 20 established consumer toy and baby brands.

As the realities of Q4 2018 toy sales come to light, Barry claims the newly formed company is seizing this moment as an opportunity to tap into the continued strong affinity for the Toys R Us and Babies R Us brands. In the US, the brands have more than 9.5m followers across their social media channels. In Asia, Europe, Africa and the Middle East, the brands generated more than $3b in global retail sales in 2018 across more than 900 stores and e-commerce businesses in more than 30 countries.

SourceToyworld Mag

Mark Newbold

Exploring the galaxy since 1978, Mark wrote his first fan fiction in '81 and been a presence online since webpage Fanta War in 1996. He currently contributes to ILM.com, SkywalkerSound.com and Starburst Magazine, having previously written for magazines and sites including Star Wars Insider, StarWars.com, Star Wars Encyclopedia, Lightsabre.co.uk, Jedi News, Jedi.net, Build The Millennium Falcon, Geeky Monkey, TV Film Memorabilia, Model and Collectors Mart, Star Trek The Official Magazine, Star Trek: TNZ and StarTrek.com. He is the only podcaster to have appeared on every Celebration podcast stage since it began in 2015, hosting it four times, the EiC and Daily Content Manager of Fantha Tracks and the co-host of Making Tracks, Canon Fodder and Start Your Engines on Fantha Tracks Radio.

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Counting Down To:

September 2026

tue22sep12:01 AM11:59 PMLucas Museum of Narrative Art opening ceremonyEvent ends in

Event Details

The Lucas Museum of Narrative Art celebrates the power of visual storytelling. Founded by George Lucas and Mellody Hobson, the museum explores how images move us and shape our collective memory. From Frida Kahlo’s self-portrait to Norman Rockwell’s scenes of everyday life to Charles White’s portraits of dignity. Each invites reflection. Each tells a story.

Designed by Ma Yansong of MAD, the Lucas Museum is located in Exposition Park in the South Los Angeles region. The museum’s campus includes new green space designed by Mia Lehrer and her team at Studio-MLA. Inside the building, our galleries explore timeless themes—family, love, work, play, fantasy, and more. Additional spaces include two state-of-the-art cinematic theaters and dedicated areas for learning, dining, retail, and events.

George Lucas and Mellody Hobson share a conviction that illustrated stories connect people across cultures and generations. Their decades of collecting span iconic American painting and popular illustration, comics, and cinematic art.

Lucas, creator of the Star Wars and Indiana Jones franchises, and founder of the George Lucas Educational Foundation began collecting in college, when the only art he could afford was original comic art for $30. Over 50 years, that collection has grown to more than 40,000 works. “I could never sell my art,” Lucas says. “It just is not what I think art is. I think it’s more about an emotional connection with the work, not how much it cost.”

Hobson, in addition to managing Ariel Investments, is the former chair of Starbucks Corporation and serves as a director of JPMorganChase.

In 2010, Hobson and Lucas signed the Giving Pledge, a campaign and public promise by some of the world’s wealthiest philanthropists to give the majority of their wealth to charitable causes. The pair is committed to improving education, particularly through the arts. “We’ve always said we’re holding society’s money, which we fully intend to give back,” Hobson says. “This is how we’re doing it.”

Time

September 22, 2026 12:01 AM - 11:59 PM(GMT-07:00)

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October 2026

sat17oct11:00 AM4:00 PMThank The Maker: Rogue One - Saturday 17th October 2026The Journey Behind The Star Wars StoriesEvent ends in

February 2027

fri19feb12:01 AM11:59 PMStar Wars 50th Anniversary releaseEvent starts in

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It would seem that you can’t keep a good giraffe down as Toys ‘R’ Us is set to return under a new brand name – TRU Kids Brands. Toyworld Mag have the inside info.

As reported by ANB Media, January 20th saw the new company, Tru Kids Inc., trading as Tru Kids Brands, become the parent company of Toys R Us, Babies R Us, the mascot Geoffrey the Giraffe, plus more than 20 established consumer toy and baby brands.

As the realities of Q4 2018 toy sales come to light, Barry claims the newly formed company is seizing this moment as an opportunity to tap into the continued strong affinity for the Toys R Us and Babies R Us brands. In the US, the brands have more than 9.5m followers across their social media channels. In Asia, Europe, Africa and the Middle East, the brands generated more than $3b in global retail sales in 2018 across more than 900 stores and e-commerce businesses in more than 30 countries.

SourceToyworld Mag

Mark Newbold

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