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They're Bringin' Geoffrey Back: Toys R Us Going For New Name, Parsippany HQ

Toys R Us is trying for a comeback
Toys R Us is trying for a comeback Photo Credit: Toys R Us

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, just 20 minutes from its former Wayne 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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