Toys ‘R’ Us Buys KB Toys

Toys “R” Us continues to reinforce its status as “The World’s Greatest Kids’ Brand” with the acquisition of the KB Toys brand which includes its URL, KBToys.com, its trademarks and other intellectual property rights.

Over the past few months, Toys “R” Us has secured its place as a dominant force in the toy world, most notably through the acquisitions of FAO Schwarz and eToys.com.

While too early to tell what role KB Toys will play in its growing portfolio of brands over the long term, it will provide the retailer with the buying power and distribution channel diversity it needs as it heads into the fourth quarter.

At present, visitors to KBToys.com will be invited to shop Toys.com, where they will find exclusive savings and daily deals offered by the chain’s other e-commerce sites.

Nielsen Business Media