One of the biggest names in toy retail is marching back into the public eye.
KB Toys, once a staple in malls across the U.S. for decades, is taking another shot at a comeback, this time through licensing.
Firefly Brand Management inked a multicategory licensing deal with MH Enterprises on behalf of KB Toys and its owner, Strategic Marks, to reignite the brand’s presence in the U.S. market.
We are extremely excited to bring such an iconic brand back to the forefront of the industry. KB Toys is a cherished brand for many, and through this partnership, we aim to create a unique range of products that both celebrate its legacy and engage a new generation of consumers."
Under the new agreement, MH Enterprises takes the lead as the master toy partner for the KB Toys brand and can extend its reach across apparel, decor, enamel goods, paper goods, and drinkware. Additionally, MH Enterprises holds rights to use the KB Toys name, logo, and brand in comic books, for live convention events, and a digital substack newsletter.
The KB Toys store design may 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 operating as Kay-Bee Toy & Hobby. Over the years, the company branded its locations as K•B Toys, Kaybee Toys, KB Toy Works, KB Toy Outlet, KB Toy Liquidators, and KB Toy Express alongside forays into e-commerce.
After a 2000 acquisition by Bain Capital and the introduction of KB-branded toy departments at Sears, KB Toys went down a path echoed years later by the downfall of Toys “R” Us. Once the second-oldest operating toy store in the U.S. behind FAO Schwarz, KB wound up in bankruptcy, stripped for parts, and with its assets landing at Toys “R” Us.
Following the bankruptcy and closure of the original Toys “R” Us in 2018, Strategic Marks, led by Ellia Kassoff, sought to revive the KB Toys brand through pop-up stores and partnerships. While those stores never materialized then, the seeds may have been planted for the current Toys “R” Us revival through Go! Retail Group, Macy’s, and others.
Now, MH Enterprises — led by a husband-and-wife team that met while employed by KB Toys — is tasked with restoring the brand’s magic.
“Having met at KB Toys over 25 years ago, this brand has always held a special place in our hearts,” say Marc and Marianna Heon, co-owners of MH Enterprises. “We are honored to have this opportunity to bring KB Toys back into the spotlight.”
A new website, kbtoysverse.com, has been established to offer an initial assortment of print-on-demand products powered by Printify. The collection includes apparel and gift items emblazoned with classic KB Toys graphics, plus products geared toward alumni of the company.
Leaning into the power of nostalgia and the booming “kidult” consumer — who frequented KB Toys back when the demo was simply known as “adult collectors” — KB Toys offers “Black Friday Squad” T-shirts, “Toy Collector” coffee mugs, and more.
Over the years, KB Toys has stayed in the pop culture eye with cameo appearances on shows like The Sopranos, and as the setting for an epic battle in a 2021 episode of Hawkeye on Disney+.
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