International News - Toys R Us boosts its Geoffrey trial

Toys R Us is ramping up Geoffrey store numbers following a four-shop trial over the past year.

The retailer has struggled to compete with discount giants such as Wal-Mart, and hopes the fascia will add value to its generic product. At present, there are Geoffrey stores in Wisconsin, Texas, North Carolina and Mississippi. Features include activity areas set aside for parties and photo shoots. Toys R Us will convert two existing stores in Texas to Geoffrey by autumn and build a third. The retailer is also converting a second store in Wisconsin.

Chairman John Eyler said in April that Toys R Us intended to move forward cautiously with the expansion of the Geoffrey chain, but described the reaction of customers as 'positive'.