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Toys 'R' Us stores may be closing, but name will live on

WILMINGTON, Del (Reuters) - The last minute ban, Toys 'R' Us will soon disappear from US shopping malls, but the name and its iconic talisman Jeffrey Giraffe will probably survive for another generation of Toys 'R' Us Children.
Buyers often attack retailers who go out of business and scoop up brands, monitoring the maintenance of relationships with loyal customers, minus bricks and mortars.

"Toys R'Us" is a fairy name, "said Kathy Hershopf, a lawyer specializing in retail bankruptcies. "Jingle, customer list, logo ... and the giraffe goes along with it."

Brand specialists said that they can not evaluate the value of the name, but it will become one of the most valuable ever available through the elimination of bankruptcy.

The name adorns stores in 38 countries, from Australia to Zambia.

Retailers who leave the business often sell their names and logos to the highest price, which generates cash for repayment of creditors. Examples include The Sharper Image, which filed for bankruptcy in 2008, and Coldwater Creek, which ended in a bust in 2014.

Sharper Image stores were known for being equipped with elegant gadgets, such as massage chairs for $ 5000. Investors led by Hilco Consumer Capital jumped up and bought the company for $ 49 million and reworked it as a licensor for lifestyle products. His website currently has unmanned aerial vehicles, a bacon toaster and a motorized tie rack, for only $ 60.

Hilco specializes in buying well-known brands from dying companies, including Bombay home furnishings, Frederick's underwear chain from Hollywood and Linens-N-Things, as well as former Polaroid and Atari technicians, the site reports.

Typically, interested buyers want to add a new brand to existing online retail operations, although bankruptcy specialists have said that the buyers of the Toys 'R' Us brand can purchase a small number of stores to function as exhibition halls.

Alexander Chernev, marketing professor at the Kellogg School of Management, said that the buyers of brands that are doing well are those who have strong operations, such as logistics, but who have no emotional ties with their customers.

"They are looking for access not only to the market ... but also to the mind of the consumer."

He said that Toys 'R' Us can fit well with a Chinese manufacturer who is looking for consumer confidence.

That's what happened to Robb & Stucky, a Florida-based furniture chain that was eliminated in 2011. The Chinese manufacturer bought the name and trademarks and resumed operations in the store, according to Jordi Guzo, a bankruptcy lawyer with Berger Singerman.

Other unsuccessful brand brands attract buyers who are more interested in protection than insults. According to Hershcopf, Dick's controversial goods acquired the name of the Sports Administration as a result of bankruptcy in 2016 for approximately $ 16 million, in part because it was interested abroad. The name of the Sports Office was significantly removed from the market.

She dismissed concerns that the Toys R 'Us brand was damaged as a result of a chain failure.

"I do not think that the brand has faded. I think that shopping in old stores has faded.

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I understand why the stores are closing, but all the stores should not close down. If they read the report of wesleycollegebahamas , they would know that some of their stores are still doing some solid business.
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Interesting article, I can totally agree with the point that they are looking for access not only to the market, but also to the mind of the consumer, as I have already read somewhere and done articles on it. Regards, resume making service

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