Mass Retailer

Eye on Retail: Kroger in deal to sell some former Toys ‘R’ Us brands

BY Marianne Wilson

Kroger is the latest retailer to jump into toys for the holiday season, but it’s doing so via a partnership with the hedge fund owners of brands that were exclusive to Toys “R” Us.

The nation’s largest supermarket retailer will sell Geoffrey’s Toy Box exclusive brands in nearly 600 stores across its portfolio for the 2018 holiday season. Geoffrey’s Toy Box is a division of Geoffrey LLC, which owns and operates a portfolio of more than 20 exclusive brands that were previously exclusive to the now defunct Toys “R” Us.

Starting this month, Geoffrey’s Toy Box branded toys and displays will appear in select stores operated by Kroger, with a curated selection of 35 items, ranging in price from $19.99 to $49.99. The holiday program will feature exclusive toys from such brands as Imaginarium, Edu Science, and Just Like Home. The product assortment will vary by location.

“Geoffrey’s Toy Box delivers a unique shopping destination within Kroger stores,” said Robert Clark, Kroger’s VP 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.”

With the shuttering of Toys “R” Us, an array of retailers, ranging from J.C. Penney Co. and Target to Party City and Five Below, have expanded their toy selection as the holidays approach.

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