Kroger to Carry Toys “R” Us Private Brands

Late last week Kroger announced a partnership to bring former Toys “R” Us private brands to its stores for the 2018 holiday season. The brands have been resurrected by the new company Geoffrey’s Toy Box, a venture by Toys “R” Us one-time lenders who maintained ownership of the toy retailer’s brand names and intellectual properties, including its iconic mascot, Geoffrey the giraffe.

Kroger will merchandise a collection of 35 children’s toys, ranging in price from $19.99 to $49.99. The holiday program will feature toys from Toys “R” Us private brands Animal Zone, Imaginarium, Journey Girls, Edu Science, You & Me, and Just Like Home. Product assortment will vary by location.

“Geoffrey’s Toy Box delivers a unique shopping destination within Kroger stores,” said Robert Clark, Kroger’s senior vice president of merchandising. “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.”

“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,” added Richard Barry, EVP at Geoffrey’s Toy Box.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.