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MGA’s Isaac Larian rallies hope for TRU with GoFundMe campaign

MGA’s Isaac Larian has doubled down efforts to rescue Toys R Us from liquidation through a new GoFundMe campaign.

He and a group of investors have so far pledged over $200 million to rescue more than half the more than 700 stores across the US that now face closure.

The MGA boss is looking to raise a further $800 million in order to make a $1bn bid to acquire ‘all or some Toys R Us assets through the bankruptcy process.’

Larian has thrown in a number of incentives to encourage people to join the campaign and pledge. For those who pledge $50 to $99, Larian is offering a special edition Num Noms toy, while a pledge of $100 to $499 earns you a Special Edition LOL Surprise toy.

$500 to $999 will get you Special Edition Little Tikes Cozy Coupe and prizes for pledges continue to ramp up with store naming rights and a star invite to a grand reopening party at a local Toys R Us for a pledge of more than $10 million. 

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