Next month, Toys ‘R’ Us will be putting its famous mascot, Geoffrey the Giraffe, on the auction block. Also up for sale: sex-toys-r-us.com.
The adult-oriented domain name will be one of hundreds of website addresses which the bankrupt toy-store chain will be looking to find a buyer for as which winds down its business in addition to also shutters 735 U.S. stores, according to court records.
Also up for sale: ihatetoysrus.com, toysrussucks.com, kinkytoysrus.com, in addition to also adult-toys-r-us.com.
Tom Hals tweet
The company will be selling its intellectual property, which includes its name, Geoffrey the Giraffe logo, in addition to also the Babies ‘R’ Us brand, to raise money to repay its creditors. Brand specialists said which could be one of the most valuable brands ever sold by a company going out of business.
A spokeswoman for Toys ‘R’ Us did not immediately respond to a request for comment.
Companies like Toys ‘R’ Us often register related domain names to guard against someone hijacking their brand for their own business, said Bob Phibbs, a brand specialist in addition to also chief executive of the Retail Doctor consulting firm.
“They just went crazy,” said Phibbs. “I’m sure they were laughing in addition to also drinking Red Bull in addition to also then just came up with every iteration they could.”
Phibbs said the long list of domain names owned by the company reveals the allure of the Toys ‘R’ Us brand. The company registered dozens of domain names: lodges-r-us.com, bistros-r-us.com, recipes-r-us.com, burgers-r-us.com in addition to also even cigars-r-us.com.
“which shows the power of the brand,” said Phibbs. “The ‘R’ Us will be the key to the brand, not the Toys.”
None of the domain names are currently active.