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Toys ‘R’ Us Launches NFT Collection With Ethernity

The collection including Geoffrey the Giraffe will be available Nov. 13.

WHP Global, the parent company of Toys ‘R’ Us, has partnered with authenticated NFT platform Ethernity to bring the toy brand to the blockchain with the release of its first non-fungible token collection. 

Cast in NFT form, Geoffrey the Giraffe is featured in a series of exclusive limited-edition digital collectibles for fans to purchase beginning Nov. 13 on OpenSea, a digital marketplace for NFTs. 

“We are excited to unveil the first ever Toys ‘R’ Us NFT collection which features the iconic IP of the Toys ‘R’ Us brand including the one and only Geoffrey the Giraffe,” says Yehuda Shmidman, chairman, chief executive officer, WHP Global and Toys ‘R’ Us. “As we continue to invest in the growth of the brand, entering the blockchain signifies a momentous step into the future and allows us to broaden our engagement with our loyal and expanding community of Toys ‘R’ Us fans.”  

The debut NFT collection from digital artist Bryan Lopez, a.k.a. Exacto, contains a one-of-one piece, “The Geoffrey Stroll,” which will be auctioned live following the drop. The exclusive 3D animation features Geoffrey as he steps into a bright new future with an instrumental version of the Toys ‘R’ Us jingle, “I Don’t Want to Grow Up, I’m a Toys ‘R’ Us Kid” playing. The buyer and a guest will also have the chance to attend a U.S. Toys ‘R’ Us store grand opening in 2022. 

Other rare editions in the collection delve into pop-art style, modern portraits of Geoffrey inspired by artist Andy Warhol.  

The limited-edition “Geoffrey Through the Years” series contains six separate editions, each one a reflection of the world-famous giraffe as he looked throughout the different eras beginning in 1960 to present day.  

The NFT launch comes on the heels of several new initiatives including the return of Toys ‘R’ Us in the U.Sthrough a partnership with Macy’s, and the return of Toys ‘R’ Us to the U.K. through a partnership with Toys ‘R’ Us Australia, New Zealand (ANZ.) The first Toys ‘R’ Us NFT collection will be available to purchase starting at 12 p.m. EST on Nov. 13 on Pre-register for the drop at  


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