Last month, it was revealed that Toys R Us was rebranded as Geoffrey’s Toy Box. It is basically a store-in-a-store concept and the first stores will be in a large Midwest retailer. My original guess was Meijer but it was announced that Kroger will be store that will have the first Geoffrey’s Toy Box. Starting this month, Kroger supermarkets will start to get displays with the Geoffrey branding and with it are a small selection of toys. There are currently no big brands on the portfolio including LEGO but we’ll see if this concept will eventually bring the bigger brands to the stores.

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