Toys R Us names Jamie Uidenhowen president

The former Toys R Us VP returns to take senior role at Toy Retail Showrooms, the joint venture overseeing Geoffrey’s return to retail

Written by Rhys Thomas

Posted 13.09.2019 | Retail

Toys R Us names Jamie Uidenhowen president thumbnail

Former Toys R Us VP Jamie Uidenhowen is returning to the fold as President of Toy Retail Showrooms, the new joint venture between Tru Kids and b8ta that will operate and manage the return of Toys R Us stores in the US.

Jamie joins from Party City, where he served as Chief Merchandising Officer managing all merchandising, planning and pricing activities for the company's North American business. Prior to that, he served as Vice President, General Manager for Toys R Us, overseeing all merchandising decisions for the toy retailer.

Phillip Raub, co-founder and president of b8ta and interim co-CEO of the new Toys R Us joint venture, says Jamie’s appointment will bring “a strong and seasoned sense for what the next generation of kids and parents want” to the operation.

“We look forward to working with him to reimagine the toy retail experience together with our brand partners," Philip adds.

A concept of Toys R Us' new experiential stores

To that end, Jamie will be charged with leading development on Toys R Us’ new experiential stores, as well as strengthening partnerships with vendors in the run up to the retailer’s return this autumn. Beyond that, Jamie will oversee day-to-day business operations.

Richard Barry, CEO of Tru Kids and interim co-CEO of the new Toys"R"Us joint venture, says: “Having already worked with Jamie for many years, I am confident that his retail experience and leadership will have a significant impact on our success in the United States as we work to rebuild this beloved brand.”

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