New York, USA – Toys”R”Us has unveiled plans for Geoffrey’s World Tour, the brand’s first 360-degree global marketing campaign set to launch in June. The new campaign will follow beloved Toys”R”Us mascot Geoffrey the GiraffeTM as he embarks on a world tour beginning at the Toys”R”Us global flagship in the U.S.A., followed by planned visits and activations in London, Madrid, Saudi Arabia, South Africa, Dubai, and markets across greater China, Japan and Southeast Asia.
Each stop on Geoffrey’s World Tour will be hosted by a local Toys”R”Us child ambassador and feature in-store, e-commerce and social media activations, including a sweepstakes to win a shopping spree for consumers. The campaign will culminate with the launch of a global YouTube series that captures each of Geoffrey’s visits from the child ambassador perspectives. In the series, Geoffrey will be shown with the ambassadors in their city as they share kid-friendly fun facts about their communities, and experience at the Toys”R”Us store event.
Kim Miller, global chief marketing officer at Toys”R”Us, said Toys”R”Us transcends cultures through a love of toys and play that they embrace as a brand worldwide.
“As Geoffrey visits many of our key global markets, our cherished mascot will be welcomed by generations of adults who affectionately remember him from childhood and their children who are eager to show off the cities they live in and their local Toys”R”Us Stores. It’s the magic you remember delivered in a dynamic, modern way,” Miller said.
Jo Hall, chief commercial officer, Toys”R”Us Asia, shared, “Since opening our first store in Singapore nearly 40 years ago, Toys”R”Us Asia is proud to be a trusted partner to families, supporting the healthy growth and development of children in 10 markets across the region today.”
“Geoffrey the Giraffe has always played a leading role in bringing the excitement of our brand to life for parents and children alike, so we’re thrilled to be hosting Geoffrey here in Asia as part of his magical World Tour, helping to spread the joy of play and fueling the imagination of children everywhere,” Hall adds.
Geoffrey’s World Tour campaign will serve as the cornerstone in a series of several global brand initiatives including the formation of the Toys”R”Us Kids World Council which will launch in 2023 and cement a child’s point-of-view into all brand positioning and content around products, celebrations, advocacy and more.