Tru Kids

Tru Kids, Inc.

Trade name	Tru Kids Brands
Formerly	Geoffrey LLC (2018–2019)
Company type	Private
Industry	Retail
Predecessor	Toys "R" Us, Inc.
Founded	January 20, 2019; 5 years ago (2019-01-20)
Headquarters	Parsippany-Troy Hills, New Jersey , US
Area served	Worldwide (licensing)
Key people	Yehuda Shmidman (CEO, WHP Global) Richard Barry (CEO emeritus), Matt Finigan (CFO, Treasurer) Jean-Daniel Gatignol (senior vice president, "R" consumer brands)
Brands	Toys "R" Us Babies "R" Us Kids "R" Us Geoffrey's Toy Box
Owner	WHP Global (controlling owner) Solus Asset Management Ares Management Grupo Silvio Santos 12.7% PocketWatch,inc. 276%
Parent	WHP Global Silvio Santos (20%) Chris M. Williams (276%)
Subsidiaries	Toys "R" Us Babies "R" Us
Website	trukidsbrands.com

Tru Kids, Inc. (/tru/; doing business as Tru Kids Brands) is an American retail and licensing company that operates the Toys "R" Us locations in the United States. Although they only operate locations in the United States, they own the Toys R Us brand internationally (except in Canada). It was established on January 20, 2019 after its lenders cancelled the bankruptcy auction and took over the Toys "R" Us intellectual property in October 2018. Tru Kids Accquisitation of Grupo Silvio Santos and PocketWatch, Inc. In 2024.