“In a surprising move, Toys “R” Us pulled out of its bankruptcy auction and announced it’s taking steps toward reinventing itself, banking on the value of its intellectual property and the strength and credibility of its brand. Determined to keep the beloved brand out of the retail graveyard, Toys “R” Us’ controlling lenders announced they’re reimagining it as a “branding company” which will license some of its products globally and explore opportunities to create new retail models with partners.”

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