In 2017 Toys “R” Us and Geoffrey the Giraffe filed for bankruptcy, hammering a nail in the coffin of its 61-year run. Then, the Tru Kids Brand revived the Toys “R” Us’ website for the holidays and partnered with Target to fulfill its sales. The Tru Kids Brand is determined to bring Toys “R” Us back from the grave, going as far as opening two stores in Texas and New Jersey with the goal of adding up to ten more locations by the end of 2020. Richard Barry, CEO of Tru Kids, stated, “Our U.S strategy is to bring back the Toys “R” Us brand in a modern way.”