Toys R Us R Back (sort of)

Toys R Us went bust a few years ago now - so long ago the former store was used as a mass vaccination centre (Jabs R Us) during the pandemic. 

But now it's back, resurrected by WH Smith and relaunched with a flurry of branding.

It had a clearly demarcated section in the branch of WH Smith where I first saw the Toys R Us sign.

And the company has gone all in on the branding, bringing Geoffrey the giraffe back to life in a variety of toys and other merch.

I appreciate how WH Smith have leaned into the branding, including this timeline of former iterations of Geoffrey that ends with him arriving in WH Smiths. 

This feels like more than the reappearance of a 'zombie brand'. There's been some investment in the launch.

And in the store where I first saw the Toys R Us comeback, there was even a photo opportunity with Geoffrey.

He looked rather relaxed about his return.