Toys “R” Us (Paramus, N.J.) has signed an agreement to install its p-o-p merchandising system in more than 2300 stores within the various supermarket chains of Albertsons Inc. (Boise, Idaho).
The agreement calls for Toys “R” Us to become the exclusive toy provider for all of Albertsons' food and drug stores, including the Jewel-Osco, Acme, Albertsons-Osco, Albertsons-Sav-on, Sav-on Drugs, Osco Drug, Super Saver and Albertsons banners. Under the agreement, Toys “R” Us will have a permanent branded and, in some cases, unbranded in-line presence year round at Albertsons stores in 31 states.
Toys “R” Us branded presence will be executed via a shop concept called Toy Box. Albertsons will become the exclusive Toys “R” Us grocery and drug partner in the majority of markets the company operates in today.
“We've had an excellent relationship with Albertsons since we first began testing this concept with them last November in Chicago,” said Toys “R” Us president, chairman and ceo John Eyler, ” and we see the expansion of this relationship as building further on that early success. The agreement we're announcing today enables broader exposure of the Toys “R” Us brand throughout the country and provides Albertsons with a key point of differentiation among its competitors. But the real winners are the customers who appreciate the convenience of buying quality toys at the place they shop most often.”
The Toys “R” Us Toy Box concept will offer a selection of toys within a grocery store and drugstore setting. It combines Toys “R” Us' well-known brand and expertise in toys with the accessibility at places where customers shop most often — their neighborhood supermarkets and drugstores.
The two retailing giants said they will roll out varying versions of the concept in two phases, beginning this year in about half of Albertsons' stores and completing the rollout by mid-2004.
For full coverage of the Toy Box concept, see the July issue of VM+SD.