strategic marks, llc, a company that buys and revives defunct brands, registered a trademark for kb toys in 2016, after toys "r" us allowed the previous registration to lapse. in march 2018, strategic marks founder ellia kassoff stated that due to toys "r" us going out of business in the united states, strategic marks planned to open 1,000 kb toys pop-up stores across america for black friday (november 2018). after the holiday season, kassoff would decide which stores would then become permanent. in early november 2018, kasoff announced that the relaunch would be delayed until 2019, allowing the company to begin with "as few missteps as possible". kasoff stated that the delay would "give us plenty of time to build out the most optimum supply chain, distribution and retail infrastructure our customers deserve." prior to the delay, there had been plans to open 400 to 600 seasonal pop-up stores in 2018, and 600 to 800 permanent stores within three to four years.