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Toys "R" Us has unveiled plans for Geoffrey's World Tour, the brand's first global marketing campaign to launch in June.
May 26, 2022
Geoffrey the Giraffe, brand ambassador of Toys “R” Us, is about to embark on a world tour beginning at the U.S. flagship before heading to London, Madrid, Saudi Arabia, South Africa, Dubai and markets across China, Japan and Southeast Asia.
Each stop on tour will be hosted by a local child ambassador for the Toys "R" Us brand and feature in-store, e-commerce and social media activations. The tour, which serves as the cornerstone for initiatives such as the Toys "R" Us World Council launching in 2023, will culminate in a global YouTube series featuring Geoffrey the Giraffe.
"Toys "R" Us transcends cultures through a love of toys and play that we embrace as a brand worldwide," says Kim Miller, global chief marketing officer, Toys "R" Us. "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 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."
"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," says Jo Hall, chief commercial officer, Toys "R" Us Asia. "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 fueling children's imagination everywhere."
Toys "R" Us generates more than $2 billion in global retail sales annually through 900 branded international stores outside the U.S. and e-commerce businesses in over 25 countries.
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 close of 2022.
Read more about:Toys 'R' Us
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