For the first time in 60 years, Geoffrey the giraffe won't be around this shopping season.
In the immediate term, that means less choices for shoppers looking for last minute toy deals and more opportunity for former competitors.
Companies like Five Below (FIVE) - Get Report , Kohls (KSS) - Get Report , and Walmart (WMT) - Get Report have all positioned themselves to fill the toy void, filling their inventory with a backlog of toy purchases the company's might not have ordered in years gone by.
For last minute shoppers this might mean turning to Amazon (AMZN) - Get Report Prime or running out to Target (TGT) - Get Report for their LOL Surprise!or Hatchables gifts. For investors, this means finding the winner in terms of market share.
"Retailers investing in multichannel are taking share amidst a favorable U.S. retail backdrop," MoffettNathanson analyst Greg Melich told Real Money ahead of the holiday season.
He noted Toys R' Us as a key share donor catalyst in his analysis.
To hear the winners and losers report and what gifts are really the ones flying off the shelves, Real Money's Kevin Curran sat down with top toy analyst Linda Bolton Weiser of D.A. Davidson.
Check out the video above to see where the dust is already settling as the Christmas holiday encroaches.