Toys“R”Us Logs onto YouTube for New Series

“Geoffrey’s World Tour” is a limited YouTube series with Nickelodeon.

April 5, 2023

“Geoffrey’s World Tour”Toys“R”Us

is bringing “Geoffrey’s World Tour” to YouTube by launching two new digital series. Toys“R”Us Studios, the entertainment production arm of the global toy brand, is debuting its first original content series, 

“Geoffrey’s World Tour

” a 10-episode digital show on the Toys“R”Us YouTube channel.

The new series is a culmination of the brand’s 360-degree global marketing campaign, where mascot, Geoffrey the Giraffe, embarked on a multi-city tour around the globe.

In addition, Nickelodeon will create original content powered by “Geoffrey’s World Tour” including a three-episode branded-content series slated to launch on 

Nickelodeon

’s YouTube channel in late spring. Produced and developed by

Paramount

Brand Studio, the series will feature a contestant who will answer trivia questions and complete challenges derived from Geoffrey’s globetrotting adventure. Answering a question right keeps the contestant clean, but wrong answers deliver ever-escalating messy consequences that will leave them shouting, “What a mess” in the end.

“We

are thrilled to bring ‘Geoffrey’s World Tour’ to life and share the experience with millions of families around the world through Nickelodeon’s community as well as through our own global distribution channels,” says Kim Miller, global chief marketing officer, Toys“R”Us and president, Toys“R”Us Studios. “The new series are designed to give viewers a glimpse of what life is like for kids all over the world and see how wonder, curiosity and a shared love of Toys“R”Us truly connects us all.”

The premiere episode in the “Geoffrey’s World Tour” series features New York City, which was Geoffrey’s first stop on his world tour. New episodes will air every other week on Wednesdays and showcase one of the 10 stops worldwide, including Dubai, Singapore, London, Jerusalem, Madrid, Jeddah, Hong Kong, Durban and Melbourne. At each of the cities on his journey, a local kid ambassador greets Geoffrey and takes him on a tour to share a taste of their customs and culture and experience their hometown Toys“R”Us store.

“Geoffrey’s World Tour” is the first production released by newly established Toys“R”Us Studios. Led by Miller, Toys“R”Us Studios produces content in-house and through partners designed to be co-viewed by kids and their parents with programming that showcases the magic and importance of toys and play. Future productions will include more live-action and animated series.