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Toys"R"Us unveiled plans for Geoffrey's World Tour, the brand's first 360-degree global marketing campaign. The new campaign will follow 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 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 feature in-store, e-commerce and social media activations, including a sweepstakes 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 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.
"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," said Jo Hall, Chief Commercial Officer, Toys"R"Us Asia.
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 cement a child's point-of-view into all brand positioning and content around products, celebrations, advocacy and more.
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% by the end of 2022.
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