Bankrupt Toys R Us Is Auctioning Off Hundreds Of Domain Names in Fire Sale

The brand is selling off its intellectual property to pay off creditors and legal fees.

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!
Will be used in accordance with our Privacy Policy
Bankrupt Toys R Us Is Auctioning Off Hundreds Of Domain Names in Fire Sale
Image credit: Andrew Harrer | Getty Images
Entrepreneur Staff
Staff Writer. Covers leadership, media, technology and culture.
2 min read

Who knew that the beloved Geoffrey the Giraffe mascot had a price tag?

In addition to the 735 U.S. stores that are being closed as part of its bankruptcy proceedings, the 70-year-old retailer is also selling off much of its intellectual property, including its Toys R Us name, the Babies R Us brand and its mascot and logo, Geoffrey the Giraffe, along with a number of domain names it owned, according to legal filings. The sale proceedings are geared to pay off $200 million debt to creditors and to cover legal fees anticipated to be as high as $348 million.

The company’s domain portfolio includes the majority of site addresses with an “r us” in it. The family-friendly brand didn’t want to open itself to salacious associations, such as a customer typing in “adulttoysrus.us” or “sex-toys-r-us.com” into the search bar and finding something very different than they were anticipating.

Related: Toys R Us Will Close or Sell All of its U.S. Stores

But, the brand’s domain buying didn’t just include the more risque domain names. They, also, included a variety of others ranging from Burgers-r-us.net, cellphones-r-us.com, moviesrus.com, poolsrus.com, trademarksrus.com and even ihatetoysrus.com. Most likely the domains and the rest of the intellectual property will be sold at auction, but the particulars of when and who the potential buyers might be have not been made available as of yet.

And even though the company has filed for bankruptcy, it goes to show that while the company was in business, part of its business model was dedicated to due diligence protecting the brand.

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur

Entrepreneur Media, Inc. values your privacy. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site (both directly and through our partners). By continuing to use this site, you are agreeing to the use of that data. For more information on our data policies, please visit our Privacy Policy.