Like Toys R Us, but different.
Nearly a year after going out of business, the toy conglomerate is trying for a comeback. This time, it's called Tru Kids and is headquartered out of Parsippany, New Jersey just 20 minutes from its former Wayne, New Jersey location, CNBC reports .
The company -- which was launched Jan. 20 -- is operated by former Toys R Us executives hoping to bring back Geoffrey and more.
Tru Kids is still ironing out a complete business plan and exploring multiple options including stand-alone stores, pop-up shops and partnerships (possibly Amazon), according to new True Kids president and former Toys R Us chief merchandising Richard Barry.
The emphasis will be national growth and technology, as toymakers recognize the value of Toys R Us to the industry, Barry said.
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