After declaring bankruptcy, Toys 'R' Us plans to auction off their famous mascot, Geoffrey the Giraffe. In addition, management will sell sex-toys-r-us.com. This sale is done next month.
Adult-oriented domain/site sales are one of the hundreds of website addresses the company sells, indicating the chain of toy stores has gone bankrupt and is seeking buyers for its 735 stores in the US, according to court records.
Some sites that are also sold include ihatetoysrus.com, toysrussucks.com, kinkytoysrus.com, and adult-toys-r-us.com.
The company sells its intellectual property, which includes the business name, the Geoffrey the Giraffe logo, and the Babies 'R' Us brand, to raise funds to pay its creditors. Brand specialists say Toys 'R' Us could be one of the most valuable brands ever sold by a company that has gone out of business.
The spokesman for Toys 'R' US did not immediately respond to requests for comment.
Big companies like Toys 'R' Us often register their business names to be safe from brand piracy for the sake of their business, said Bob Phibbs, brand specialist and chief executive of consulting firm Retail Doctor.
"They must be crazy, I'm sure they're laughing and drinking Red Bull and then coming up with every iteration they have," Phibbs said.
Phibbs said the long list of domain names owned by the company revealed the appeal of the Toys 'R' Us brand. Companies register dozens of domain names such as lodges-r-us.com, bistros-r-us.com, recipes-r-us.com, burgers-r-us.com and even cigars-r-us.com.
"This shows the power of the brand.The 'R' Us is the key to the brand, not Toys." said Phibbs. Reported by Reuters, there is currently no active domain name.
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