Geoffrey is back.

The Toys R Us mascot is the face of Geoffrey's toy box, a collection of brands that will be featured in nearly 600 Kroger-owned grocery stores this holiday season.

This means that buyers wishing to use Imaginarium game boards or You & Me dolls will be able to bring them under the tree, even if Toys R Us closed in June after failing to restructure under the protection. bankruptcy.

"We are excited to be offering Geoffrey's Toy Box this holiday season to give our customers the opportunity to purchase a selection of Toys R Us once exclusive toys," said Robert Clark, Senior Vice President of Merchandising at Kroger.

This marks the debut of Geoffrey Toy Box, an initiative of the Toys R Us lenders who kept the toy giant's trademarks and intellectual property, including its iconic mascot, Geoffrey the Giraffe.

An assortment of 35 toys, priced from $ 19.99 to $ 49.99, will be on sale at various Kroger-owned grocery stores, including Ralphs, Smith & # 39; s and Fred Meyer, as well as in the chain of the same name Kroger.

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Retailers of all walks of life are multiplying toy sales this year to capture a larger share of the $ 27 billion toy industry, following the disappearance of Toys R Us. Target and Walmart are expanding their toy racks, Party City unveils dozens of seasonal stores, and this month the famed FAO Schwarz Toy Store will open its first store in three years.

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