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.