Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News
Sponsored By
Kroger Rolling Out Geoffrey's Toy Box to 600 Stores
Move positions the retailer to claim some of the toy sales up for grabs in the wake of Toys R Us bankruptcy. The move positions the retailer to claim some of the millions in toy sales up for grabs in the wake of Toys R Us bankruptcy.
2 Min Read
The move positions the retailer to claim some of the millions in toy sales up for grabs in the wake of Toys R Us bankruptcy.Photograph: Shutterstock
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.
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.
