Well, that didn’t last long. After closing down in June, now Toys R Us is making a come back. This time in the form of pop-up stores for the holidays.
Toys R Us announced it is opening over 600 pop-up stores for the holidays. Many of them will be at select Kroger stores and locations.
But there’s a kink. The stores won’t exactly be called Toys R Us. Instead they will carry the name “Geoffrey’s Toy Box”.
“Geoffrey’s Toy Box delivers a unique shopping destination within Kroger stores,” said Robert Clark, Kroger’s senior vice president of merchandising to KSNW. “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.”
“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,” added Richard Barry, EVP at Geoffrey’s Toy Box.
Fans are a bit disappointed with that, voicing their displeasure on social media. Their main gripe is that they expected a bigger and bolder effort. Some feel the scale of the pop-up shops isn’t quite big enough and don’t have much of a selection.
The stores will carry about 20 brands like Imaginarium, Koala Baby, Fastlane, Journey Girls and others. So far no news on the big names like WWE, Funko, Marvel and others. Probably they will also join at some point.