The collapse of Toys “R” Us two years ago grabbed headlines all over the world, as the toy chain announced plans to shutter its US and British stores within a matter of weeks.
But there was still a brand pulse in some of the retailer’s secondary markets: in parts of Asia and Africa, for instance, Toys “R” Us survived. And Fairfax Financial, the Toronto-based holding company, picked up the chain’s Canadian assets and went to work on a relaunch.
“As we came out of that bankruptcy,” said Nicole Dalton, director/marketing, brand and loyalty at Toys “R” Us Canada, “it was...