Consumer Products

Kroger jumps onto Geoffrey’s Toy Box line

Brands previously exclusive to Toys "R" Us, including Animal Zone and Imaginarium, are now available at Kroger grocery store locations across the US.
November 2, 2018

Grocery retailer Kroger is bringing back Toys “R” Us exclusives in the form of a Geoffrey’s Toy Box¬†line that will sell in nearly 600 of its stores across the US.

Geoffrey’s Toy Box merchandise—including a selection of 35 kids toys from Animal Zone, Imaginarium, You & Me, Journey Girls, Edu Science and Just Like Home—will be available in participating Kroger locations starting this month. Previously exclusive to Toys “R” Us stores, the SKUs will range in price from US$19.99 to US$49.99, and product assortments will vary by location.

In March, Toys “R” Us began the process of shuttering its US operations, resulting in the closure of more than 700 remaining stores and leading to an estimated 30,000 job losses. Earlier this month, Geoffrey—the New Jersey-based IP holding company subsidiary for Toys “R” Us—announced¬†it would retain TRU’s brand assets, including more than 20 baby and toy brands.

The reorganized company now owns the rights to brands like Animal Zone and Imaginarium in all global markets (excluding Canada), and Geoffrey will become their licensor in Asia, Europe, the Middle East and South Africa.


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