The Wall Street Journal: New owners of Toys ‘R’ Us brand count on eventual reboot

The new owners of Toys “R” Us brand are hoping the toy seller’s spin through bankruptcy will allow the tarnished-but-beloved brand to succeed in a depressed retail environment, and reap long-term return.

The new owners — the same group of hedge funds that pulled the plug on Toys “R” Us’s reorganization this year — are slated to become the owners of everything from the Toys “R” Us and Babies “R” Us names to the rights of company mascot Geoffrey the Giraffe and other licensed brands such as Imaginarium.

The new ownership group, lenders who own a big chunk of Toys’ secured debt, is made up of about 10 hedge funds, most prominently among them Solus Alternative Asset Management, Angelo Gordon and Franklin Mutual Advisers.

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