Ellia Kassoff of the company Strategic Marks has announced that the company's plan to revive Kay Bee Toys - once Toys R Us' largest competitor in the toy field - have been accelerated in the wake of TRU's impending closing. Kassoff seems extremely optimistic about the potential for a revived KB to take TRU's place in representing roughly 20% of all toy sales in the United States. Keep reading for more information! From LinkedIn:
Strategic Marks specializes in the leveraging of 'zombie trademarks' - brands that have been abandoned for three or more years and thus are available per US trademark law. It has shown some success in the past in reviving certain lapsed brands like Hydrox Cookies, which in its original incarnation actually predated their competitor Nabisco's derivative Oreo product.
The unanswered question is whether a retail specialty chain like Kay Bee can survive under current market conditions. Opinions vary on whether ToysRUs was an inevitability whose time had come due to a market changed by Amazon and other online retailers, or if the company could have survived had Bain Capital and other investors not demanded TRU repay the loan used to purchase them.
At minimum it appears obvious, in our opinion, that the company would have survived longer. If it temporarily soothes the toy industry's pains from a 20% contraction in the toy market, we're all for seeing Strategic Marks try. Transformers cost too much as it is.
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