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It was announced on Monday that the brand management company WHP Global has acquired a controlling interest in the parent company of Toys “R” Us. Also acquired in the same transaction are controlling interests in Babies “R” Us, plus the Geoffrey the Giraffe brands.
“Our investment in Toys ‘R’ Us reflects our belief and passion for the brand, says Yehuda Shmidman, chairman and CEO at WHP. “We are thrilled to be taking the reins of the world’s leading toy brand at a time when the category is up 16% and consumer demand for toys is at an all-time high. This is a natural fit for WHP, as we can leverage our global network and digital platform to help grow Toys ‘R’ Us and Babies ‘R’ Us around the world.”