Activating the Power of Brand

Toys “R” Us is an unforgettable part of many Americans’ childhoods, bringing back nostalgic memories of aisles upon aisles stacked high with all the toys a little mind could imagine. That’s why it was saddening for many who grew up with the chain to hear they filed for bankruptcy in September of 2018.

It’s quite possible, with the toy store opening back up within every Macy’s store across the U.S. as of last year. And one brand management company, WHP Global, is to thank for that.

What is WHP Global doing to use the power of brand and boost high-profile brands like Toys “R” Us that may have been struggling with sales to get them back on the upswing?

On today’s episode of Retail Refined, host Melissa Gonzalez, speaks with Yehuda Shmidman, Chairman & CEO of WHP Global, to discuss branding in high-profile companies and how WHP Global tackles branding to improve sales in high-profile brands.

A brand is more than a logo. It’s an identity—a personality. The power of brand is that it attracts and keeps people interested, builds trust amongst customers, and creates loyalty inside the company. Shmidman explained, “Think about opportunities where the brand is almost worth more than the business. And so, we’re looking for those opportunities. We’re looking to invest in that brand which to us, is the most valuable asset in any company, period. And we’re looking to invest in that valuable asset. And then we’re looking to get involved and really isolate how the operational side can be transformed. We’re not looking to change the brand, but we are looking to change the business model such that there is really a payoff on the other side.”

Gonzalez and Shmidman also discussed…

● The decision to open an international Toys “R” Us store and how smaller stores are outperforming their past performances

● What WHP Global has changed with the Toys “R” Us in-store experience and what opportunities it has unlocked

● WHP Global’s digital omnichannel experience

“We’re looking for really three things, right? We’re looking for brand awareness to the target demographic…You’re then looking for how they feel about brand affinity. So, the person you’re targeting has heard about it and she or he likes it or dislikes it or is neutral…And then the third thing of course is purchase intent which is if your target audience has heard of it, if they like it, will they actually pay for it and pay the price you’re hoping to sell that for?” Shmidman commented.

Yehuda Shmidman is Chairman & CEO of WHP Global, CEO of Toys“R” Us, and a Board Director of Express, Inc. (EXPR). He is a veteran of the brand management industry with direct leadership over dozens of world-famous brands including Toys”R”Us, Anne Klein, Martha Stewart and Peanuts. Shmidman is a Volunteer Board Member of the Fashion Scholarship Fund and attended Yeshiva University, where he earned a BA in Political Science.

Follow us on social media for the latest updates in B2B!

Image

Latest

healthcare operations
Healthcare Operations Improve with AI That Unites Data, Automation, and Ethics
June 18, 2025

Generative AI has captured the public imagination, but its most transformative use cases may lie far from flashy consumer tools. In healthcare operations, where complexity, inefficiency, and fragmentation remain persistent challenges, AI is now driving measurable improvements. Research suggests AI-enabled healthcare systems could cut administrative costs by up to $360 billion in the U.S. alone….

Read More
Clinical CBD
Verified, Tested, Trusted: How Corganics Ensures THC-Free Confidence in Clinical CBD
June 18, 2025

Corganics is redefining standards in clinical cannabinoid care with THC-free, medical-grade CBD products developed for use exclusively by healthcare professionals. Backed by Advanced Lipid Technology, FDA-registered manufacturing, and rigorous third-party testing, Corganics offers a level of trust and transparency rare in the CBD space. In a conversation with Reggie Gatewood, President of Corganics, Brooke Williams,…

Read More
Clinical CBD Drops
Corganics’ Clinical CBD Drops: Elevating Sleep and Patient Care at Beautiphi
June 18, 2025

Corganics’ Clinical CBD Drops—THC-free, medical-grade, and developed with Advanced Lipid Technology—are designed for healthcare professionals seeking a trusted, science-backed cannabinoid solution for their patients. Manufactured in an FDA-registered facility and third-party lab-tested, these drops are a cornerstone of Corganics’ clinical approach. At Beautiphi Aesthetic Boutique, founder Kelly Hermans, CRNA, has integrated the drops into patient…

Read More
leadership confidence
Liz Atlee on Leadership Confidence and Letting Go of Doubt – Raise Your Hand Anyway, Even When You Feel Unsure
June 18, 2025

In this episode of Professional Quotient: Conversations That Build Equity, host Jason Winningham welcomes legal powerhouse and mentor extraordinaire Liz Atlee for an honest conversation about leadership confidence, imposter syndrome, transparency in leadership, and the importance of simply raising your hand—even when you feel unsure. Liz brings a wealth of experience navigating high-stakes legal…

Read More