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 Toys”R”Us mascot Geoffrey the Giraffe 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 sweepstake 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’s perspective. 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.
“Toys”R”Us transcends cultures through a love of toys and play that we embrace as a brand worldwide,” says Kim Miller, Global Chief Marketing Officer at Toys”R”Us. “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.”
“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,” says Jo Hall, Chief Commercial Officer, Toys”R”Us Asia. “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.”
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.
Toys”R”Us generates more than $2 billion USD in global retail sales annually through 900 branded global stores outside the U.S. and e-commerce businesses in 25+ countries. With more than 400 Toys”R”Us shop-in-shops set to open in Macy’s stores throughout the U.S., the brand will grow its footprint 50 per cent by the end of 2022.
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