Toys 'R' Us Returns as Pop-Up Geoffrey's Toy Box at Kroger

CBR

Toys 'R' Us Returns As Geoffrey's Toy Box Inside Kroger Stores

By Drew Mollo

Published Nov 2, 2018

The Toys "R" Us brand will make a surprising return this holiday season as part of a partnership with the Kroger supermarket chain.

Kroger, America's largest supermarket chain, has announced a partnership with Toys "R" Us that will bring the Geoffrey's Toy Box licensed brand to nearly 600 Kroger and subsidiary stores across America.

"Geoffrey's Toy Box delivers a unique shopping destination within Kroger stores," said Robert Clark, Kroger's senior vice president of merchandising, as reported by Yahoo Finance. "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."

Last month Toys "R" Us opted to cancel its previously announced bankruptcy status and, despite closing all 800 of its US-based stores this past June, showed interest in trying to revive their defunct business with a new Toys "R" Us and Babies "R" Us branding company. Details have been scarce, but the comeback is now official, with Geoffrey's Toy Box displays featuring the classic Toys "R" Us logo and mascot Geoffrey the Giraffe planned to remain in Kroger stores throughout the 2018 holiday season.

Kroger is the United States' largest supermarket chain by revenue the second-largest general retailer. Overall, Kroger is the 17th largest company in the United States.