Kroger will partner with Toys "R" Us' Geoffrey the giraffe to sell toys this holiday season.
Kroger announced Friday that it will partner with Geoffrey’s Toy Box to bring an exclusive selection of children’s toys to 600 stores in the Kroger family. The prices, starting this month, range from $19.99 to $49.99.
"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," said Richard Barry, executive vice president of Geoffrey's Toy Box.
Geoffrey’s Toy Box is a division of Geoffrey LLC, a subsidiary of the bankrupt Toys “R” Us. Toys “R” Us stores nationwide closed at the end of June, but about a month ago, the retailer decided to skip the auction that would sell its remaining assets, according to court records.
The intellectual property would instead be purchased by a group of investors, according to a statement from Geoffrey LLC at the time.
"The new owners are actively working with potential partners to develop ideas for new Toys "R" Us and Babies "R" Us stores in the United States and abroad that could bring back these iconic brands in a new and re-imagined way," the statement said.
The partnership with Kroger is the first time former Toys “R” Us customers will see the brands resurface, just in time for the holidays.
“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.”