JEWEL-OSCO TO TEST TOYS 'R' US SECTIONS

STEPHANIE LOUGHRAN

MELROSE PARK, Ill. -- Albertsons'-owned Jewel-Osco stores here will conduct a limited test of five Toys "R" Us-branded toy sections.

This follows the successful launch of Toys "R" Us "Toy Box" in-store sections in Giant Food, Landover, Md., last year and more recently at another Ahold USA banner, Stop & Shop Supermarket Co., Quincy, Mass.

The sections, which average 96 linear feet, include popular categories like preschool toys, action figures, plush toys and Barbie, among others that customers look for when buying a gift, said Rebecca Caruso, spokeswoman for the Paramus, N.J.-based toy retailer.

"It's all about convenience and where people shop most often, and people are in grocery stores often, so it made sense for us," she said.

"The addition of the Toy Box concept reflects our customer-focused approach to growth and expansion," said Pete Van Helden, president, Albertsons' Midwest Region, in a prepared statement. "The reputation and expertise of Toys 'R' Us stores make them the ideal partner for us."

This symbiotic relationship between the two retailers exists because "it adds more sales to Albertsons' operation, and for Toys 'R' Us, it adds the ability to sell its products without having to invest in brick and mortar," said Pete Sutton, president, Sutton Consulting Group, Orange Park, Fla. "It's got to be magic for both Albertsons and Toys 'R' Us."