The retailer’s new global campaign unites children across the US, EMEA, Asia, Australia and more.
Toys R Us has unveiled plans for its first 360-degree global marketing campaign set to launch next month. The new initiative will follow the mascot, Geoffrey the Giraffe around a world tour beginning at the Toys R Us global flagship in the US, followed by visits to London, Madrid, Saudi Arabia, Dubai and markets across greater China, Japan and south east Asia.
Each stop on the tour will be hosted by a local child ambassador and feature in-store, e-commerce and social media activations, including a competition to win a shopping spree.
The campaign will culminate with the launch of a global YouTube series showing each of the visits from the ambassadors’ perspectives.
Global chief marketing officer at Toys R Us, Kim Miller, commented: “Toys R Us transcends cultures through a love of toys and play that we 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.”
Jo Hall, cco, Toys R Us Asia, added: “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 Toy, 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.