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Toy exec leads GoFundMe effort to save Toys R Us brand

Investors have pledged $200 million but want to raise another $800 million in their effort to keep the Toys R Us brand alive.
Credit: Jack Taylor/Getty Images
Closing down signs sit outside Toys R Us on New Kent Road on February 19, 2018 in London, England.

Isaac Larian, a colorful toy manufacturer and the master marketer who gave the world Bratz dolls and the current hit toy LOL Surprise, today launched what may be his toughest sales pitch ever — a crowd-funding campaign to save Toys R Us.

Larian, chief executive of California-based MGA Entertainment Inc., a privately held toy and entertainment company, and other investors have pledged over $200 million. They want to raise another $800 million in order to make a $1 billion bid to acquire "all or some Toys R Us assets through the bankruptcy process."

"If there is no Toys R Us, I don't think there is a toy business," Larian said.

He has launched a GoFundMe campaign with the hashtag #SaveToysRUs.

Larian has been the most vocal toy manufacturer supporter of Toys R Us over the past decade. He has consistently emphasized the importance of keeping Toys R Us alive at all costs as a venue to showcase new toys.

But in classic Larian style, he also is promoting his current toy lines with the crowdfunding campaign. Persons who pledge $50 to $99 get a special edition Num Noms toy, a collectible toy brand in MGA Entertainment's current toy line.

A pledge of $100 to $499 earns donors a Special Edition LOL Surprise toy, and a $500 to $999 pledge gets you a Special Edition Little Tikes Cozy Coupe, the famous ride-on car for tots.

The prizes for donating escalate up to store naming rights and a star invite to a grand reopening party at your local Toys R Us for a pledge of over $10 million.

Donations are being accepted via GoFundMe at savetoysrus.com. As of 10:15 Thursday morning the page lists 39 donations: $200 million from Larian and affiliated investors and $1,535 from 38 other donors.

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