Geoffrey in spotlight to liven Toys concept

Plans to revive a dormant Toys ‘R’ Us got a boost from an old friend: Geoffrey the Giraffe.

The long-necked company mascot was spotted at the Fall Toy Preview in Dallas promoting the bankrupt retailer’s plans to open store-in-a-store concept shops this fall under the Geoffrey’s Toy Box nameplate.

Toy industry expert Keri Wilmot was excited enough to slap a picture of herself and Geoffrey on her Facebook page.

The revival plans were confirmed by Solus Capital and Angelo Gordon, creditors that are moving to take control of the brand. That plan is subject to court approval. The first stores will open in November, likely within a large Midwest retailer, according to a report in The Toy Book, a trade publication.

Richard Barry, former Toys ‘R’ Us chief merchandising officer, is serving as executive vice president of the new entity.

In fact, it was Barry inside the Geoffrey suit at the Dallas show, according to Wicked Cool Toys Co-president Jeremy Padawer.

Meanwhile, a skeleton crew of Toys ‘R’ Us employees who have continued to work at the Wayne, NJ, headquarters will be joined next week by a few more employees, according to Dead Giraffe Society, a Facebook group with 20,000 members.

Some of the laid-off workers have said that they have been asked to report back to work.

A number of the idled staffers are still upset at creditors because they have yet to finance a severance fund for the out-of-work employees.

“The bigger question is whether the toy vendors who were used and abused would support it,” said toy industry expert James Zahn.