Court Documents: to be Sold Again (Updated) was one of the most expensive domain names ever sold at $5.1 million. The domain name was sold in a 2009 bankruptcy auction, and Toys R Us was the high bidder. Toys R Us is now in bankruptcy, and it looks like the domain name may come up for sale very soon, according to a court document I read.

In the motion (pdf document via Prime Clerk), it states that “the Selling Debtors seek to establish procedures to sell or exclusively license all of the Selling Debtors’ rights, title, and interest in and to” Toys R Us intellectual property assets, including hundreds of domain names. Some of the valuable generic domain names cited in the motion include:


Other Toys R Us and Babies R Us domain names will also be up for sale in this bankruptcy auction. Bidders will have an opportunity to buy domain names such as,,, and hundreds of other domain names related to the brands. Only US registered trademarks related to the retail store and e-commerce businesses (and related domain names) are for sale in this motion. Other assets may become available at a later date.

It appears that bidders will be permitted to bid on individual domain names, groups of intellectual property assets, or the entire portfolio of intellectual property assets. It seems plausible that one group will buy all of the intellectual property assets, so we may not see a sale of broken out from the other domain names.

Here is an excerpt from the court motion filed by the Selling Debtors which have some important dates for the sale of the Toys R Us intellectual property:

“Stalking Horse Deadline: May 25, 2018, at 5:00 p.m., prevailing Eastern Time, until two days prior to the U.S. Intellectual Property Auction, as the period during which the Selling Debtors, in an exercise of their business judgment, in consultation with the Consultation Parties and with the consent of the Committee (which consent may not be unreasonably withheld), may choose a Stalking Horse Bidder or Stalking Horse Bidders (the “Stalking Horse Date”).

(a) Bid Deadline: June 15, 2018, at 5:00 p.m., prevailing Eastern Time, as the deadline by which all bids must be actually received pursuant to the U.S. Intellectual Property Bidding Procedures (the “Bid Deadline”).
(b) Notice of Qualified Bids: June 18, 2018 as the date by which the Selling Debtors shall notify the bidders whether their bids are Qualified Bids
(c) The U.S. Intellectual Property Auction: June 18, 2018 at 10:00 a.m., prevailing Eastern Time, as the date and time by which the U.S. Intellectual Property Auction, if needed, would be held at the offices of Kirkland & Ellis LLP, located at: 601 Lexington Avenue, New York, NY 10022.”

The motion includes quite a bit of additional information prospective bidders will want to read before proceeding, including bidding procedures and rules.

For what it’s worth, just over half of the people who voted in this poll believe is worth less than $5.1 million today. It’s not a scientific poll by any stretch, but it is interesting to note.

Update: It does not look like is going to be sold.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. The reason why a generic .com like is still worth millions even after a company implodes. Any other investor can purchase and use the brand again in the future like Its a asset that retains its value.

  2. What will sell for this time round with Chinese deep pockets in the mix? Will Alibaba Amazon take the bait? The two most populated countries with huge expat communities China centric cognitive generic “Wanju” = Toys.
    Pan India centric cognitive generic “Khilaune” = Toys National pride will play its part.

  3. The domain name will sell for more than because of the brand equity associated with the name. The brand is way to big for it to just die off. Some company will buy the brand and bring it back to life.

    • Not a chance a phoenix is a myth million USD bankruptcies carry brand loser baggage. Trust is everything…………

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