Toys 'R' Us opens Geoffrey store

La Crosse Tribune, Nov 02, 2004 by Cahalan, Steve

ONALASKA, Wis. - Geoffrey the Giraffe's timing is impeccable.

The Toys "R" Us Inc. mascot and guests such as Strawberry Shortcake and SpongeBob SquarePants will make appearances Friday and Saturday during the grand opening of the Geoffrey: A Toys "R" Us Experience store at 2906 Market Place, near The Home Depot store in the Market Place shopping center in Onalaska.

Geoffrey and the new store are arriving just in time for the Christmas shopping season, Todd Schreiter said Monday as employees continued arranging toys, children's clothing, children's furniture, child seats, feeding supplies and other merchandise in the 45,700-square-foot building. It could open as early as Thursday, said Schreiter, who manages the store but whose official title is "tour director."

"We're opening at the exact right time," Schreiter said.

Geoffrey will have about 90 employees when it opens, he said. He expects the number of employees to range from 75 to 90 during the course of a year, peaking during the holiday season.

Geoffrey stores are a new concept for Toys "R" Us Inc., which opened the first one in September 2002 in Fond du Lac, Wis. The stores combine features of the company's Toys "R" Us, Kids "R" Us and Babies "R" Us.

The new store has many themed sections, such as the "R" Zone, which features items such as video games and systems, children's musical instruments, televisions, DVD players and movies. Another section has a large variety of board games, along with travel games and hand-held games.

The Wheel World area has bicycles, battery-powered Power Wheels, toy wagons and accessories.

There's a dolls section, a Gee Baby section, an Imaginarium section with educational toys and books, and a section full of candy and birthday party supplies.

The store also has two birthday party rooms parents can book for their child's party.

In addition, Geoffrey has a 580-square-foot playland with a spiral slide, a rock climbing tunnel and other features.

And there's a refreshments area, where families can relax.

Geoffrey also has Studio G, an area with free activities for children such as games or arts and crafts. There is a monthly calendar of activities at Studio G, which is open whenever the store is open.