Some toy experts say that stocking toys at supermarkets is a recipe to boost the industry as Toys R Us begins to close all 800 of its U.S. stores.

Toymakers could see a bump in sales by targeting grocery stores — and their customers prone to impulse purchases with fidgety kids in tow. That’s the argument of industry experts who say that as the iconic toy behemoth fades away, the country’s more than 38,000 supermarkets may present a bright path forward.

“In a summer display, they might put swim toys by the sunscreen or next to beer coolers,” said Tim Hall, CEO of the analytics startup Simporter and a former Hasbro executive. “There’s opportunity for both the toy companies and for the supermarkets to figure out new ways to do that. It’ll take a little bit of creativity.”

Hall said toys companies often struggle to engage customers in the “off season” — for example, beyond the weeks leading up to Christmas. But parents needs to buy groceries — and their kids want the latest new toy — all year-round.

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