Surprising auction items for a Toys R Us offer


When the bankrupt Toys R Us auction its assets next month, some expected things will be for sale – like the internationally recognized mascot of toy and game retailer Geoffrey the Giraffe, according to recent CNBC reports.

Many company-owned website domain names will be less expected to sell, including,,, and adult-toys-r-us .com. Toys R Us owns these names to prevent other companies from using them and infringing on its brand.

“They’ve gone crazy,” noted Bob Phibbs, brand specialist and managing director of consultancy firm Retail Doctor, when asked about the number of domain names Toys R Us has collected. “I’m sure they were laughing and drinking Red Bull, and then came up with all the iterations they could.”

Not all of the choices Toys R Us claimed were racy in nature. The toy and game retailer was also the proud owner of dozens of other domain names linked to the “R Us” concept, such as,, Recipes-r-, and even

“It shows the power of the brand,” said Phibbs. “The ‘R Us’ is the key to the brand, not the toys. “

Now that the toys are out of sight, many other brands – including sex toy makers, restaurants, and cigar aficionados, among a myriad of others – are free to feast on the remnants of the “R Us” concept. and broadcast it far away. in all the countries.

The auction targets all intellectual property in the bankrupt toy and game retail chain. This means that the brand name, Geoffrey’s well-known logo and the entire Babies R Us brand are all on sale as the company seeks to raise funds to meet its obligations to its creditors.

A Toys R Us spokesperson did not immediately respond to a request for comment.



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