New York’s EJ Media Group is handling the rebirth of Toys “R” Us, which has been recast as Tru Kids Brands.

CEO Richard Barry, who was global chief merchandising officer at Toys, sees a “once-in-a-lifetime opportunity to write the next chapter of Toys “R” Us by launching a newly imagined omni-channel retail experience for our beloved brands in the US.”

Tru Kids Inc owns the Toys, Babies “R” Us, Geoffrey the Giraffe and more than 20 consumer and baby brands.

The Toys and Babies brands chalked up more than $3B in sales in Asia, Middle East, Africa and Europe in 2018.

Barry said efforts by competitors to fill the void left by the Chapter XI filing of Toys during the holiday season fell far short There’s a “huge consumer demand for the trusted experience” that Toys and Babies once delivered, he added.

Based in Parsippany, NJ, Tru Kids is staffed with Toys veterans who share the goal of “bringing Toys “R” Us and Babies “R” Us back in a completely new and reimagined way so the US doesn’t have to go through another holiday season without these beloved brands,” said Barry.

Elizabeth Traub and Jaime Cassavechia founded EJ Media Group, which has represented Foxwoods, Original Grain, Rainbow Room, Sequential Brands and The Kimberly, in 2010.

Both worked at Susan Blond Inc and Rubenstein PR.