Between declaring bankruptcy and ceasing to exist at all, Toys ‘R’ Us worked with Lippincott to reimagine its brand and perhaps even prevent the 70(??!)-year-old company from getting its butt kicked out the door by Amazon and other online retailers that do not require you to place your precious imp in a germy shopping cart or in fact leave the house at all.

The imagined redesign placed focus on the company’s familiar and backward star-R. It can be a simple icon, or it can be transformed into a foam or wood block, a stuffed animal, a teether, a hand-held game, or just about anything else fun and colorful. This effort could have pulled nicely on the nostalgic heartstrings of millennials, but time was not on the company’s side. Before Lippincott could finalize anything, its client closed up shop in June.

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