Toys "R" Us Returns as Kroger Pop-Up Shops for Holidays

Kroger is bringing to its stores pop-up shops featuring a selection of nearly three dozen toys under a new brand that emerged following the closure of all U.S. Toys "R" Us stores in June.

Geoffrey's Toy Box, a division of Geoffrey LLC – which in turn is a group of investors that currently owns Toys "R" Us' intellectual properties – is working with the Cincinnati-based grocery giant to bring exclusive toy brands to nearly 600 grocery stores across the country for the holiday season.

Starting this month, Geoffrey's Toy Box branded merchandise and displays are appearing in stores, totaling 35 toys priced from $19.99 to $49.99. While assortment will vary by location, toys included in the initiative will include exclusives from Animal Zone, Imaginarium, Journey Girls, Edu Science, You & Me, and Just Like Home.

"Geoffrey's Toy Box delivers a unique shopping destination within Kroger stores," said Robert Clark, Kroger's SVP 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."

In March, Toys "R" Us filed a motion seeking bankruptcy court approval to begin conducting an orderly wind-down of its U.S. business and liquidation of inventory across all 735 of its stores, including locations in Puerto Rico. All stores were closed by the end of June, but one month ago, a group of investors decided against auctioning off the brand's intellectual properties in favor of reimagining the brand altogether.