Toys R Us to Relaunch in U.S. On Monday, brand management company WHP Global acquired a controlling interest in the parent company of Toys R Us. . In a statement, WHP CEO Yehuda Shmidman painted an optimistic picture for the future of the once-famed toy store, calling the United States a “blank canvas.” . We’re in the brand business, and Toys R Us is the single most credible, trusted and beloved toy brand in the world … We’re coming off a year where toys are just on fire. … And for Toys R Us, the U.S. is really a blank canvas, Yehuda Shmidman, via 'Complex'. Shmidman went on to acknowledge the “toll” restructuring took on the company. The Toys R Us chain filed for bankruptcy protection in 2017 and liquidated that same year after a tough holiday season. . In 2018, all of the Toys R Us stores in the U.S. and UK were closed. The restructurings took a big toll on the company … And then COVID is, hopefully, once in a century. But now we’re getting past those two things. And the sky’s the limit, Yehuda Shmidman, via 'Complex'. Shmidman plans for Toys R Us stores to roll out in a variety of formats across the U.S. in time for the holiday season. Rather than its traditional, massive store layout, Toys R Us will relaunch as pop-ups, mini stores, flagships and airport locations. . We really have an opportunity not just to capture that experience for toys that people are yearning for, but also capture where [people] want to shop. That will be very interesting post-Covid, Yehuda Shmidman, via 'Complex'