Kroger Rolling Out Geoffrey's Toy Box to 600 Stores

Kroger has revealed details of its rollout of new toy departments featuring remnants of the Toys R Us brand.

As reported first by WGB, the retailer made a deal with the acquirers of the intellectual property of the liquidated Toys R Us retail chain to roll out “Geoffrey’s Toy Box” store-within-a-store concepts to the chain’s grocery stores this week.

Photograph courtesy of Kroger

Kroger acknowledged Nov. 2 that the departments would reach nearly 600 of its stores beginning this month and sell a range of 35 SKUs that had been developed exclusively for Toys R Us. The move could help Kroger win a share of the millions in holiday toy sales that went up for grabs this year when Toys R Us closed all of its physical stores as part of a Chapter 11 bankruptcy.

“Geoffrey’s Toy Box delivers a unique shopping destination within Kroger stores,” Robert Clark, Kroger’s SVP of merchandising, said in a statement. “We’re excited to offer Geoffrey’s Toy Box this holiday season to provide our customers with the opportunity to purchase a selection of toys once exclusive to Toys R Us.”

Merchandise shippers and displays in participating Kroger-owned stores will include a selection of 35 children’s toys, ranging in price from $19.99 to $49.99, Kroger said. The holiday program will feature exclusive toys from Animal Zone, Imaginarium, Journey Girls, Edu Science, You & Me and Just Like Home. Product assortment will vary by location. A list of stores getting the new departments can be found here.

Related:Kroger Quietly Brings Toys R Us Branding In-Store

Geoffrey’s Toy Box was created when investors, led by some Toys R Us lenders, acquired the chain’s branding elements over the summer.

‘We are thrilled to partner with Kroger to bring a curated collection of product from our beloved portfolio of brands to American consumers this holiday,” Richard Barry, EVP at Geoffrey’s Toy Box, said.