One of the biggest names in toy retail is returning to the public eye.
KB Toys has been a staple in shopping malls across the United States for decades, and now it’s trying to make a comeback through licensing.
Firefly Brand Management has signed a multi-category licensing agreement with MH Enterprises on behalf of KB Toys and its owner Strategy Marks to re-energize the brand in the US market.
We are extremely excited to bring such an iconic brand back to the forefront of the industry. KB Toys is a brand cherished by many, and through this partnership we aim to create a unique range of products that celebrate its heritage while appealing to a new generation of consumers.
— Cynthia Modders, President, Firefly Brand Management
Under the new agreement, MH Enterprises will become the main toy partner of the KB Toys brand and expand its business scope into apparel, decorations, enamel products, paper products and beverages. In addition, MH Enterprises has the rights to use the KB Toys name, logo and branding in comic books, live convention events and digital substack newsletters.
KB Toys store design can also be used for immersive experiences.
The iconic retail brand was founded in 1922 by Harry and Joseph Kaufman as Kaufman Brothers, a wholesale candy store that eventually shifted its focus to toys and began operations as Kay-Bee Toy & Hobby. Over the years, the company has named its stores K•B Toys, Kaybee Toys, KB Toy Works, KB Toy Outlet, KB Toy Liquidators and KB Toy Express, and has also branched out into e-commerce.
After being acquired by Bain Capital in 2000 and introducing the KB-branded toy division to Sears, KB Toys was on the path to becoming Toys “R” Us a few years later. R” Us) the road to bankruptcy. Once the second-oldest toy store in the United States, behind FAO Schwarz, KB went bankrupt, stripped of parts and assets to Toys R Us.
Following the bankruptcy and closure of the original Toys “R” Us in 2018, Strategy Marks, led by Ellia Kassoff, sought to revive the KB Toys brand through pop-up stores and partnerships. Although these stores were never built at the time, the seeds of Toys “R” Us’ current resurgence through Go! may have been planted. Retail Group, Macy’s, etc.
Now led by a husband-and-wife team who met while working at KB Toys, MH Enterprises is tasked with restoring the brand’s magic.
“We met at KB Toys 25 years ago and the brand has always held a special place in our hearts,” said Marc and Marianna Heon, co-owners of MH Enterprises. “We are honored to have the opportunity to bring KB Toys back into the spotlight.”
A new website, kbtoysverse.com, has been launched, offering the first print-on-demand products powered by Printify. The collection includes apparel and gifts featuring classic KB Toys graphics, as well as products for the company’s alumni.
Capitalizing on nostalgia and the power of the burgeoning “kids” consumer (who frequented KB Toys when the demo was simply called “adult collectors”), KB Toys offers “Black Friday Squad” T-shirts, “Toy Collectibles” Home” coffee cup, etc.
Over the years, KB Toys has been making cameo appearances on the pop culture spectrum, e.g. Montenegro familyand serves as the backdrop for an epic battle in the 2021 episode eagle eye on Disney+.
