Toronto, ON – June 10, 2025 – In a strategic acquisition, the assets of Kroeger Canada have been acquired by Genco International LLC, a multinational group founded by Rubin and Michelle Beige, the next generation of the Beige family, founders of the famous Rubie’s Costume Company. The restructured business will now operate in North America under the name Kroeger Marketing, and continue its operations with its distribution-focused business model.
Though the original Kroeger Canada entity is now closed, the spirit of the company, founded in 1971 and proudly serving the Canadian market for over five decades, will live on and expand through Kroeger Marketing. The company remains deeply committed to its brand ethos: to be one of North America’s top wholesale distributors of toys, games, puzzles and holiday products, delivering exceptional service to national retail and e-commerce chains, regional accounts, local shops and mom and pop stores.
Under the new ownership of Genco International, Kroeger Marketing will be led by a dynamic executive team:
Rubin and Michelle, having literally grown up in the Toy and Costume industries, bring immense know-how and direct industry experience, ensuring a seamless transition and exciting growth trajectory for the Kroeger brands across North America.
“This acquisition marks a new era for Kroeger. We’ve stabilized the foundation and are now looking forward to expanding our portfolio, enhancing our technology stack, and bringing innovation to every level of our supply chain,” said Grant Chapman, COO of Kroeger Marketing.
“It is with great excitement that Genco International welcomes the Kroeger portfolio into our family,” added Rubin Beige, Co-CEO. “We see tremendous opportunity for expansion, while continuing the legacy of a company we’ve long respected.”
In contrast to broader economic instability, Kroeger has stabilized its workforce over the past six months and is planning strategic hiring aligned with areas of growth.
“Even in a challenging economic climate, our focus remains on delivering unsurpassed value through mitigating tariff impacts, offering domestic inventory, and supporting our customers with expert service and channel-differentiated products. We’re open for business and actively seeking new partnerships and representation opportunities,” added Chapman.
Kroeger’s main business model continues to revolve around:
- Exclusive and semi-exclusive National distribution of top-tier brands.
- Investments in e-commerce DTC fulfillment, including support for Amazon Vendor and Seller, and national retailer “extended aisle” programs.
- Continued growth in new product categories including arts & crafts, construction, activities, games, lifestyle and holiday costumes and accessories.
Kroeger Marketing will remain as a stocking distributor, maintaining domestic inventory in its 55,000 square foot Toronto-based warehouse, enabling flexible and consistent replenishment for both big box retailers like Walmart, Canadian Tire, Loblaws, Mastermind, Indigo and others, as well as all our valued independent storefronts.
For more information, visit: https://kroegerinc.com/
About Genco International LLC
Genco International is a multinational group founded by Rubin and Michelle Beige, the next generation of the Beige Family, legendary creators of the globally renowned Rubie’s Costume Company. The newly formed firm specializes in strategic brand development, distribution, and operational excellence in the toy and costume industries.
About Kroeger Marketing
Kroeger Marketing is a North American wholesale distributor of top-branded toys, games, puzzles, arts & crafts, and Halloween products. With a 50+ year legacy, the company is committed to serving retailers across Canada and expanding its presence in North America.
Media Contact:
Mikayla Werner, Swerve Strategic
905-979-3875
