Toys R Us to sell intellectual property, including its name

Published on: 15th May 2018

Brand specialists claim the sale could be one of the most valuable brands ever sold by a company going out of business.

Reuters has reported that, according to court records, the company is selling its intellectual property, which includes the Toys R Us name, Geoffrey the Giraffe logo and the Babies R Us brand, as part of efforts to raise money to repay creditors.
This is a departure from previous implications that the Toys R Us name was not on the table as part of the liquidation process.

The company also owns hundreds of website addresses, including many related domain names such as,, and even

Bob Phibbs, a brand specialist and chief executive of Retail Doctor, explained that companies often register related domain names to guard against the hijacking of their brand by other businesses, which means that domains such as and are also up for offer. None of the domain names is currently active.

Bob said the long list of domain names owned by the company reveals the allure of the Toys R Us brand.

“It shows the power of the brand,” he commented.

Toys R Us had not responded to a request for comment by Reuters at the time of writing.


The December issue of Toy World is out now

Toy World expands editorial team

Hasbro enhances licensed products offerings with Icecat

Panama Canal crisis impacting December deliveries

The Sidemen co-create new card game Hit Send

The Late Late Toy Show showcases this year’s top toys

Did Black Friday boost retail footfall?

It’s the back of the net for Golden Bear’s Soccer Bot

Spin Master’s Unicorn Academy secures top spot on Netflix

Spring Fair announces major upgrade to show experiences