The Toys 'R' Us brands have changed hands again. "Brand acquisition and management firm" WHP Global has acquired a controlling interest in Tru Kids Inc., the owner of the brands, and will take over management control, the company announced. WHP CEO Yehuda Shmidman has served as Vice Chairman of TRU since 2019.
In addition to Toys 'R' Us, WHP owns Anne Klein and Joseph Abboud, and operates a turnkey direct-to-consumer ecomm platform, with in-house operations including technology, data analytics, logistics, creative, and digital marketing.
Tru Kids Inc., run by former Toys 'R' Us executives, ended up owning the brands, collecting licensing fees from stores outside the U.S., and attempting to restart retail operations (see "New Company with Toys R Us Trademarks Headed to Toy Fair"). Those efforts in the U.S. ended in January (see "Toys R Us Closes Chain"). The Toys 'R' Us and Babies 'R' Us brands generate over $2 billion in retail sales in 25 countries, including Canada.
Other shareholders in Tru Kids include funds managed by Solus Alternative Asset management and by the Private Equity Group of Ares Management Corporation. WHP is backed by a $350 million equity commitment from funds managed by Oaktree Capital Management L.P., and by a leverage facility by funds and accounts managed by Blackrock.

To 'Brand Acquisition and Management Firm'
Posted by Milton Griepp on March 16, 2021 @ 4:07 am CT

MORE GAMES
For 'DC Deck-Building Game'
May 9, 2025
Cryptozoic Entertainment announced Teen Titans Go!, for DC Deck-Building Game.
'Guilt of the Grave World'
May 9, 2025
Paizo, Inc. revealed Guilt of the Grave World, a new Starfinder RPG 2E: Adventure Path book.
MORE NEWS
Robert Kirkman and Tony Moore's Superhero Spoof Is Back in Full Regalia
May 9, 2025
The series, by Walking Dead co-creators Robert Kirkman and Tony Moore, is back in a new format.
Scholastic Says U.S. YTD Dog Man Sales Are Up 34% Compared to Last Year
May 9, 2025
According to Scholastic, year to date sales of the best-selling series are up 34% compared to the same period last year.