Geoffrey is back.
The Toys R Us mascot is the face of Geoffrey's Toy Box, a brand collection that is offered in nearly 600 Kroger grocery stores this season.
This means that buyers who desire Imaginarium sets or You & Me dolls are able to lay themselves under the tree, even though Toys R Us closed in June after it had not been restructured under bankruptcy protection.
"We are pleased to be able to offer Geoffrey's Toy Box this holiday season to give our customers the opportunity to buy a selection of toys that were once dedicated to Toys R Us," said Robert Clark, SVP of Merchandising Kroger, in a statement.
This is the debut of Geoffrey's Toy Box, a venture of Toys R Us, a former lender that adhered to the brand name and intellectual qualities of the toy giant, including its iconic mascot, Geoffrey the Giraffe.
A mix of 35 toys, ranging in price from $ 19.99 to $ 49.99, is sold in various Kroger grocery stores, including Ralphs, Smith's and Fred Meyer, and the Kroger name chain.
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Retailers of all disciplines are doubling with toys this year to secure a larger slice of the $ 27 billion toy industry following the demise of Toys R Us. Target and Walmart are expanding their toy wares, and Party City is unveiling dozens of Toy City seasonal stores. This month, the legendary toy trading company FAO Schwarz opened its first store in three years.
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