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'We're Going To Save The Toy Industry' - KB Toys To Be Revived In The Wake Of ToysRUs' Destruction?
RAC - Monday, March 19, 2018


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:

As some of you know, our company Strategic Marks, LLC has acquired KB-Toys about a year ago. During that period, we had been working on several models to resurrect the "Great American Toy Store" and to make sure the stores can compete with Toys R Us, other brick and mortar stores as well as on-line retail. Well, with the demise of Toys R Us, this week, we have now accelerated our business plan and hope to have our stores up and running before Christmas. We're in discussions with many of the toy manufactures, as we try to find out the best way to support them and the 20% loss of the US toy market due to the Toys R Us liquidation. We believe we will have the infrastructure in-place and [hopefully] save the toy industry. If you are a toy manufacturer or distributor, or ex KB Toys associate, please feel free to call us at: 949-424-1664 or email us at: info@kbtoysstore.com. We hope to help the industry and at the same time resurrect the amazing KB Toys name!


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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