What the #*@#!!! Is the Toys R Us Brand Worth Now?

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"What exactly is the value of the Toys R Us brand now that it has gone through a bankruptcy and will now be vulnerable to adult themed websites with sounds-like names?"

I, like many of you, was at first amused that Toys R Us was selling off the off-color domain names it had acquired and hoarded. The company had purchased the domains in order to make sure that no one was able to use variations on the Toys R Us brand in order to sell things like sex toys. After all, that dancing giraffe and reversed R are symbols which communicate that Toys R Us is all about kids.

There is therefore, when you think about it, something disturbing about the company now putting up for auction domain names like: Kinkytoysrus.com , Sex toysrus.com and Adulttoysrus.com.  Also for sale are hater domain names like Toysrussucks.com and Ihatetoysrus.com. 

So, what does the selling off of these adult themed names say about the value of the Toys R Us brand itself? I fully understand that companies running adult themed websites will pay a great deal of money to acquire the rights to names like Kinkytoysrus.com. On the other hand, would you want to purchase a child oriented brand if you knew that there were going to be websites out there that would be able to distort its meaning?

Why didn't they bundle the rights to the sounds-like names as part of the sale of the actual Toys R Us brand? If they had done that they could have charged more and the purchaser would have been able to decide whether to retain them or sell them?Did Fairfax Financial Holdings, know that Toys R Us owned these domain names or that they intended to auction them off to the highest bidder? Would they have paid $300,000,000 if they did?

The big question for me is, does Toys R Us know something that we don't know. Is the Toys R Us brand actually worth less than we all thought and that is why they are making money where they can? So What exactly is the value of the Toys R Us brand now that it has gone through a bankruptcy and will now be vulnerable to adult themed websites with sounds-like names?

One thought

  1. History tells us these brands are greatly diminished post Bankruptcy. Let’s take for example “Childworld” Brand IP and their mascot Panda. Bought for $10,000. in Bankruptcy, the buyer was never able to leverage value from it and it resides in the trash heap among other failed once illustrious retail brand names.

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