# Professor Irving Schenkler explains why changes to the Toys R Us brand might alienate its customers

1 Faculty News October 8, 2018 ![The Washington Post logo](/sites/default/files/styles/246w/public/assets/images/con_031074.jpg?itok=f6OME_Rm)>

Excerpt from [The Washington Post](https://www.washingtonpost.com/business/2018/10/08/toys-r-us-brings-back-geoffrey-giraffe-its-laid-off-employees-are-furious/?noredirect=on&utm_term=.8ddeae3b1563) -- "'This is a company that’s really predicated on emotion, pleasure, memory,' Schenkler said. 'Things that create a dissonance, psychologically, that can affect buying patterns. You can always just go to Amazon now.'"

[Read more](https://www.washingtonpost.com/business/2018/10/08/toys-r-us-brings-back-geoffrey-giraffe-its-laid-off-employees-are-furious/?noredirect=on&utm_term=.8ddeae3b1563)