Toys”R”Us launches global marketing campaign, contests and YouTube series

Toys”R”Us has unveiled plans for Geoffrey’s World Tour, the brand’s first 360-degree global marketing campaign. New campaign will follow Toys”R”Us mascot Geoffrey the GiraffeMT as he embarks on a global tour beginning with the Toys”R”Us global flagship in the United States, followed by visits to stores around the world.

Each stop on Geoffrey’s World Tour will be hosted by a local Toys”R”Us Child Ambassador and will feature in-store, e-commerce and social media activations, including a raffle to win a shopping spree. The campaign will culminate with the launch of a global YouTube series that captures each of Geoffrey’s visits from the child ambassadors’ perspective. In the series, Geoffrey will be shown with their city’s ambassadors as they share fun kids facts about their communities and experience at the Toys”R”Us store event.

“Since opening our first store in Singapore nearly 40 years ago, Toys”R”Us Asia has been proud to be a trusted partner for families, supporting the healthy growth and development of children in 10 markets. in the region today,” said Jo Hall, Commercial Director, Toys”R”Us Asia.

The Geoffrey’s World Tour campaign will serve as the cornerstone of a series of several global brand initiatives, including the formation of the Toys”R”Us Kids World Council which will cement a child’s point of view in all positioning and content of the brand around products, celebrations, advocacy and more.

With more than 400 Toys”R”Us shop-in-shops set to open in Macy’s stores across the United States, the brand will grow its footprint by 50% by the end of 2022.



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William L. Hart