Toys “R” Us Partially Restored as Geoffrey’s Toy Box

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Though longtime toy retailer Toys “R” Us has already closed its doors, a small vestige of its legacy remains. Somewhat ironically, it’s in the form of its oft-forgotten mascot, Geoffrey the Giraffe. Kroger, a company that specializes in grocery stores, was one of the companies that lent money to Toys “R” Us when it was struggling. When the franchise went under, Kroger got the rights to the mascot, and are now putting him to work at “Geoffrey’s Toy Box,” a sort of mini-toy store located within Kroger’s various grocery stores.

Geoffrey’s Toy Boxes feature approximately 35 different toys of various brands for prices ranging from $19.99 to $49.99. Fans of Toys “R” Us have found the sections somewhat lackluster, but the intent, according to Robert Clark, Kroger’s senior vice president of merchandising, is to help ensure that toys are available in a convenient place in time for the holiday season. Toys that were formerly exclusive to Toys “R” Us will also be available at Geoffrey’s Toy Boxes.

With Toys “R” Us gone, many large retailers like Target and Best Buy have been beefing up their toy sections in an effort to fill the void. Geoffrey’s Toy Box is the latest in an ongoing series of new competitors for the 2018 holiday season.