Millions of children (and adults) across the United States and the United Kingdom are still in the mourning phase of the realization that the biggest toy store there is will be no longer with the announcement of the end of Toys’R’Us. However, a new champion has entered the ring claiming that he will save the toy industry.
Ellia Kassoff, CEO of Strategic Marks, LLC, announced via a LinkedIn article that he and his company have been looking in to the return of KB Toys/KayBee Toys over the last six months and, with the announcement of the end of Toys’R’Us, have accelerated their plans and hope to have stores open by this Christmas.
What? How can that be? Isn’t the toy industry reeling with kids playing video games and online retailers like Amazon stealing all the business away from brick and mortar stores? If there’s anyone in the business world qualified to give it a crack shot, it’s Ellia Kassoff, and we’re going to share with you why.
How many of you enjoyed the candy Astro Pops as a kid? What about Tart’n’Tinys? (personal note: those are my favorite candies to ever exist in the history of ever). Wacky Wafers? If you answered yes then you probably know that you can’t find those items at your grocery stores anymore. Most of those brands were discontinued long ago by the major candy companies like Willy Wonka and Hershey.
Enter Ellia Kassoff and Leaf Brands. Wait – Leaf Brands was sold to Hershey Food Corporation in 1996 and left the United States, you say. Yes – this is true. But Ellia Kassoff, the nephew of Ed Leaf (the original CEO of the original Leaf Brands) restarted the company in 2011 with the idea of bringing back those classic candy treats that you can no longer find. And he’s succeeded we might add. You can order the candies we listed above from the new Leaf Brands or their specialty distributors. I’m eating some Tart’n’Tinys as we speak. And not the gel-coated junk from before – the original, powdery-like original versions like in the cardboard box you used to get in the candy aisle.
Ellia Kassoff is all about taking old brands that failed and bringing them back today with new and current ideas, strategies that make sense in this digital age, and a results-oriented business. And thus far he has been successful.
Welcome back KB Toys. We hope, this time, you’re here to stay.
Christmas 2018.
The Return of KB Toys - Who is Ellia Kassoff, the Man Who Says He'll Save the Toy Industry
I’ll gladly accept this.
My...my childhood toy store. IT RETURNS!!! <insert maniacal laughter>
I'll believe it when I see it.
Honestly I kinda expected this to happen to Toys R Us. I mean there is a market for a national toy retailer. I still think someone could buy a good deal of Toys R Us assets and start-up again rather quickly. I mean people have been talking more about Toy R Us this past week then probably in it's entire history. Just look what happened to Hostess.
That said I hope both KB and Toys R Us comes back, just so there is competition. The branding is rather superfluous to me, but I do concede for a major toy retailer to succeed they need to trade on nostalgia. Honestly I would rather see a surge in smaller toy stores, but the logistics of the toy industry aren't in favor of that.
Anyone else notice how it’s called “strategic marks?” A grifting term?
This just sounds very unusual to me. Almost like to hype up the people. When there more info on it I believe it.
Huh, odd timing.
I used to go to KBToys as a kid and probably have not bought anything there since 2002.
I vaguely remember this place from when I was a kid but can't really remember anything distinct about it. I remember I was disappointed when they closed though so I guess they must have been alright!
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