WILLIAMSVILLE, N.Y. -- Tops Friendly Markets has become the latest supermarket chain to test co-branded Toy Box sections in partnership with Toys R Us, Paramus, N.J. Six stores in western New York and northeast Ohio are now testing the concept, the Ahold USA division said recently. The sections range from 88 to 96 linear feet, with the in-store position varying by location. Tops has 156 supermarkets. The test stores are in Niagara Falls, N.Y.; Lancaster, N.Y.; Hamburg, N.Y.; Batavia, N.Y.; Brunswick, Ohio; and Cleveland. Tops is considering a further rollout of the concept, the company said. The sections feature promotions in conjunction with Tops' loyalty card program and "Geoffrey's Picks," a selection of toys under $10. Other chains testing the Toy Box concept include Ahold's Stop & Shop Supermarket Co., Quincy, Mass.; Giant Food, Landover, Md.; and the Jewel-Osco division of Albertsons, Boise, Idaho.
