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.