Isaac Larian has a mission to save bankrupt retailer Toys R Us – and with it, the entire toy industry.

After launching a failed online crowdfunding campaign aimed at raising $1 billion to purchase hundreds of Toys R Us North American locations, the chief executive of MGA Entertainment Inc. in Van Nuys is leading a high-profile bid to rescue 274 of the ailing retailer’s U.S. stores from liquidation.

Losing the chain could have a profound impact on Larian’s toy manufacturing business and the toy industry at large.

“If there is no Toys R Us, I don’t think there is a toy business,” he said in statement.