KB Toys planning comeback after demise of Toys ‘R’ Us
The defunct KB Toys brand is planning a comeback — after nearly a decade in mothballs.
Hoping to capitalize on the apparent demise of Toys ‘R’ Us, the California company that bought the KB brand in 2016 is in talks with pop-up operators to open stores in malls before Black Friday, it said on Monday.
Ellia Kassoff, the chief executive of Strategic Marks, which bought the KB brand from the US Trademark Office after previous owner Toys ‘R’ Us let it go dormant, said he will open as many stores as possible later this year.
Kassoff is a collector of dead retail brands. His company owns Bamberger’s, I. Magnin, Bullock’s, and the Hydrox cookie brand and others.
“My original idea for the KB brand was to relaunch it online,” but everything changed when Toys ‘R’ Us said it would liquidate its 730 stores, Kassoff told The Post.
Strategic Marks is in talks with Go! Retail Group, Spencer Spirit Holdings and Party City to provide the real estate — as well as major toy manufacturers, including Mattel, Kassoff said.
“KB Toys’ speciality was selling discontinued and discounted merchandise,” said Chris Byrne, executive director and content director for TTPM, a toy review Web site. “I could absolutely see this working, especially with all of the merchandise out there that was earmarked for Toys ‘R’ Us.”
To be sure, Walmart, Target, Amazon and others are expected to increase their toy offerings, experts say. Toys ‘R’ Us accounted for about 12 percent of US toy sales last year, according to The NPD Group.