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The New York brand acquisition and management firm, WHP Global has taken a controlling interest in Tru Kids Inc, the parent company to Toys R Us, Babies R Us, Geoffrey the Giraffe brands, and more than 20 established consumer toy and baby brands.
Under the acquisition, WHP will now manage the global TRU business, spanning brick and mortar and digital retail spaces, as it acts to direct its strategic expansion.
WHP has now become a significant shareholder in the Toys R Us and Babies R Us brands which combined generate over $2 billion in global retail sales a year through almost 900 branded stores and ecommerce sites across more than 25 countries.