Toys “R” Us Inc. is moving forward with the sale of its brand name and other intellectual property assets as it continues to wind down its U.S. business and sell other parts of the international retailer’s empire, WSJ Pro Bankruptcy reported. Bankruptcy Judge Keith Phillips signed off on the sale procedures to sell these assets. The intellectual property assets include both the Toys “R” Us and Babies “R” Us brand names, website domain names, customer service lists and registries, and even the rights to the retailer’s mascot, Geoffrey the Giraffe. Even the data collected from the U.S. customer files, including product history, loyalty programs and the “birthday club,” will be a part of the package, court papers show. A consumer privacy ombudsman will be appointed to oversee the sale of such data.
