Bonobos, Toys“R”Us Debut Collab Featuring Geoffrey the Giraffe

Bonobos, the modern menswear brand known for its distinctive style, has announced its official partnership with Toys“R”Us to debut an exclusive apparel collection featuring the 1988 Geoffrey the Giraffe. The limited-edition capsule includes adult and children’s Geoffrey-logoed fleece crewnecks and hats, available at Bonobos Guideshops, on Bonobos.com, Macys.com and in select Macy’s retail locations. 

The collaboration aims to target millennials and young-at-heart audiences who grew up with Toys“R”Us and are now in or entering adulthood, and perhaps with kids of their own. The launch timing coincided with Geoffrey’s birthday, Oct. 17. 

“Growing up, I would eagerly await the Toys“R”Us catalog to arrive in my mailbox,” says John Hutchison, brand president, Bonobos. “For this partnership, we wanted to recapture that sense of nostalgia, anticipation and excitement by celebrating Geoffrey on his birthday with a design we know would resonate with our customers and remind them that we didn’t (really) grow up, we’re all still Toys“R”Us.” 

“Our customers have always loved the quirky, clever and humorous personality of Bonobos,” says Krissie Millan, chief marketing officer, Bonobos. “This comes as an unexpected surprise for our audiences, especially going into the holiday season. We feel this partnership authentically highlights our playful personality while bringing an iconic brand like Toys“R”Us into the fold.”  

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“Geoffrey the Giraffe has been the face of fun and wonder at Toys“R”Us for over half a century,” says Kim Miller, global chief marketing officer, Toys“R”Us. “Our partnership with Bonobos offers a creative way to celebrate this legacy in a fresh, exciting light. We’re confident that our customers will love the blend of style and nostalgia this collection brings, reminding everyone that you're never too old to be a Toys“R”Us Kid.”