Bankrupted Toys ‘R’ Us Is Selling Hundreds of Kinky, Weird Domain Names

Toys “R” Us filed for bankruptcy in March. Tim Boyle/Getty Images

The epic fall of the 70-year-old Toys “R” Us is painful to watch. After selling off $2 billion worth of inventory at a discount, office equipment and leases from some of its 735 stores in the U.S., the retail giant still owes creditors and vendors billions of dollars.

Next Monday, Toys “R” Us will put all of its intellectual property assets up for auction in bankruptcy court in Richmond, Va. The list includes brand names, trademarks, various designs of its famous mascot Geoffrey the Giraffe, and, the most eye-popping of all, a long list of web domain names it has registered and bought over the years to prevent others from using them.

According to court filings, there are more than 400 domain names. They include:

ihatetoysrus.com

toysrussucks.com

fucktoysrus.com (also the same name ending with .net and .org)

sextoysrus.com

adult-toys-r-us.com

gays-r-us.com

To claim its indisputable dominance in the toy market (at some point in history), Toys “R” Us also bought a number of generic-sounding names about toys, such as:

discounttoys.com

toy.com

toyz.com

toystoystoys.com

etoys.com

etoysauctions.com

Also, many variations around Geoffrey the Giraffe:

geoffrey.com

geoffreygiraffe.com

geoffreysbirthdayclub.com

geoffreysjungle.com

geoffreysboxoffice.com

In addition, the company claimed dozens of domain names outside the toy category to block copycats from other industries:

lodges-r-us.com

bistros-r-us.com

burgers-r-us.com

cigars-r-us.com

turkeysrus.com

videogamesrus.com

toysrusmovies.com

It’s common practice for businesses, especially consumer-facing companies, to claim domain names that bear similarities to their brands.

“Most companies would first take all the possible misspellings of their names, and then all the things that people could talk nasty about you, like [company-name]sucks.com,” Bob Phibbs, CEO of The Retail Doctor, a retail consultancy based in New York, told Observer.

But owning kinky names like sextoysrus.com is unusual.

“I honestly believe that a couple of Toys ‘R’ Us employees who work in the back were too high on energy drinks and came up with these names,” Phibbs suspected.

In terms of their actual value, Phibbs estimated that the “r-us.com” names would likely sell the best. “I think someone could easily take that and would want all the parts that go along with it, like burgers, diapers, or whatever, because let’s face it, it’s one of the best-known brands in America,” he said.

Bankrupted Toys ‘R’ Us Is Selling Hundreds of Kinky, Weird Domain Names