Since Toys ‘R’ Us filed for bankruptcy last September, Toys ‘R’ Us Kids of all ages have been anxiously following the struggling chains ups and downs.
Last month, we shared the surprising news that investors planned to reopen the iconic toy store as a pop-up chain just in time for Christmas.
Now, we know more about where these pop-up stores will be, including almost 600 locations in 30 states.
Home For The Holidays
On Friday, Kroger, the country’s largest supermarket chain, announced they would be opening Geoffrey’s Toy Box pop-up stores in almost 600 locations nationwide.
We’ve known since October that these new stores would feature Geoffrey the Giraffe, as part of a larger plan by Toys ‘R’ Us investors to rebuild the store’s damaged brand.
But Kroger’s announcement is the first news about where and just how many Toy Box locations we can expect this holiday season.
The grocery giant has released a full list of Toy Box locations, and toy hunters have already spotted Geoffrey in their local supermarkets.
Along with Kroger locations, Toy Box pop-ups will also be featured in Kroger subsidiaries like Fred Meyer, Ralphs, and Smith’s.
And Toys ‘R’ Us exclusive brands like Zone, Imaginarium, Journey Girls, Edu Science, You & Me, and Just Like Home will be following Geoffrey to the new stores.
While some Toys ‘R’ Us Kids are celebrating the news, the chain’s former employees have a bone to pick with Geoffrey’s new job.
More than 33,000 Toys ‘R’ Us workers were let go without severance pay when the brand began closing stores, and say investors should be paying them back before lining their own pockets by reviving the brand.
If there’s no Toy Box location near you, Walmart and Target have both announced they’ll be expanding their toy sections to fill the void left by Toys ‘R’ Us.
They have their work cut out for them, since the chain once accounted for 15 to 20% of all toy sales in the U.S.
Even the online shopping giant Amazon is trying to fill Geoffrey’s shoes, introducing a new physical toy catalog to be mailed out to families before Christmas.
[H/T: CBS News]