Toys R Us played an important role in two of my past lives.

As a kid I’d go to their store in Union City, Georgia and excitedly make my birthday and Christmas wish lists (mostly Nintendo games and accessories).

As an adult I had them as a client at my last job and managed their digital ads for about a year.

Like a lot of people, I’m sad to see them go because of all the great memories. But the closing is particularly frustrating because Bain Capital, Kohlberg Kravis Roberts, and Vornado Realty Trust saddled the company with so much debt that it couldn’t succeed against Amazon, Walmart, Target, and its other competitors.

The Geoffrey toys my kids own:

Jenny Lewis featured in a 1980’s Toys R Us commercial:

The final message posted today on the Toys R Us website:

Godspeed, Toys R Us!

You will be missed.