Toys R Us is gearing up to launch its first-ever ‘360’ global marketing campaign next month, with its mascot Geoffrey the Giraffe embarking on a world tour, visiting store locations across four continents.
Geoffrey’s World Tour will begin at the retailer’s flasgship US store and will stop by London, Madrid, Saudi Arabia, South Africa, Dubai and various locations across China, Japan and southeast Asia.
Hosted by a local ambassador, each individual visits will feature in-store, e-commerce and social media activations alongside a prize draw for a lucky customers to win a shopping spree.
The brand is set for a strong 2022, growing its footprint by 50% as it opens 400 new stores as concessions in Macy’s department stores.
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“Toys R Us transcends cultures through a love of toys and play that we embrace as a brand worldwide,” Toys R Us, global chief marketing officer, Kim Miller said.
“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.”
Toys R Us Asia, chief commercial officer, Jo Hall added: “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 fuelling the imagination of children everywhere.”
