Toys ‘R’ Us last week launched a weekly program that centers on in-store activities for parents and kids to do together

The program, called Geoffrey’s FunDay, is led by store staffers in the toy retailer’s 865 U.S. stores.

Activities range from coloring and crafts to Yu-Gi-Oh competitions. Free sessions, which run from 10 a.m. to 2 p.m. every Saturday, are designed to boost store traffic.

“It’s a lofty goal, but we want to re-brand Saturday as Geoffrey’s FunDay,” said Toys ‘R’ Us CMO Warren Kornblum. Toy marketers and others have the opportunity to sponsor FunDay activities. Paramus, NJ-based Toys ‘R’ Us handles the program in-house.

Toys ‘R’ Us is trying a handful of ideas to bring families into stores for organized activities. The chain is testing a format called Geoffrey’s Toys ‘R’ Us in 20 stores; each unit has an activity area called Studio G; a Party Spot for birthday parties (booked four months out, per Kornblum); Kool Cuts hair salons (a franchise deal with a national chain); Geoffrey’s Box Office with family-friendly videos and DVDs; and bulk candy. The test began with four stores in 2002 and has expanded to 20 stores.

Separately, Toys ‘R’ Us and Albertsons are rolling out Toy Box sections to Albertsons’ 2,000 supermarkets by yearend. The Toys ‘R’ Us-branded sections began testing in Albertsons stores last year, and have expanded to about 1,000 supermarkets so far. The rollout continues through fourth quarter.

Toys ‘R’ Us last week launched a weekly program that centers on in-store activities for parents and kids to do together.

The program, called Geoffrey’s FunDay, is led by store staffers in the toy retailer’s 865 U.S. stores.

Activities range from coloring and crafts to Yu-Gi-Oh competitions. Free sessions, which run from 10 a.m. to 2 p.m. every Saturday, are designed to boost store traffic.

“It’s a lofty goal, but we want to re-brand Saturday as Geoffrey’s FunDay,” said Toys ‘R’ Us CMO Warren Kornblum. Toy marketers and others have the opportunity to sponsor FunDay activities. Paramus, NJ-based Toys ‘R’ Us handles the program in-house.

Toys ‘R’ Us is trying a handful of ideas to bring families into stores for organized activities. The chain is testing a format called Geoffrey’s Toys ‘R’ Us in 20 stores; each unit has an activity area called Studio G; a Party Spot for birthday parties (booked four months out, per Kornblum); Kool Cuts hair salons (a franchise deal with a national chain); Geoffrey’s Box Office with family-friendly videos and DVDs; and bulk candy. The test began with four stores in 2002 and has expanded to 20 stores.

Separately, Toys ‘R’ Us and Albertsons are rolling out Toy Box sections to Albertsons’ 2,000 supermarkets by yearend. The Toys ‘R’ Us-branded sections began testing in Albertsons stores last year, and have expanded to about 1,000 supermarkets so far. The rollout continues through fourth quarter.