Perhaps in the same way we mythologize the Phoenix as a bird that rose from the ashes, future generations will tell tales of Geoffrey the Giraffe emerging from the hollowed-out complexes once known as “shopping malls.”
Despite filing for bankruptcy and closing its stores in the U.S., Britain and Australia several years ago, Toys ‘R’ Us is preparing to reintroduce itself to the world with a new campaign centered around its mascot, Geoffrey the Giraffe. The new effort, set to launch in June, will follow Geoffrey as he embarks on a world tour that will begin in the United States and will include visits to London, Madrid, Saudi Arabia, South Africa, Dubai, and markets across greater China, Japan and Southeast Asia.
“It’s important for the world to understand our global brand and that we are the number one toy retailer in the world,” said Kim Miller, chief marketing officer at Toys ‘R’ Us. “We’re embracing that and empowering parents to understand the importance of toys and play in child development.”
Each stop will feature in-store, e-commerce and social media activations and will be hosted by a local Toys ‘R’ Us child ambassador. The campaign stops will be recorded and recounted for a YouTube series in which the host children will show off their countries and cultures.
“Children are all similar when it comes to play, and we want to show that, as well as the children showing off their communities,” Miller said.
The ‘World Tour” is serving as a launch event for a series of global brand initiatives that will cement the child’s point of view into its brand positioning and content around products, advocacy and celebrations. The company will also create a “Kids World Council” to launch in 2023. At the center of it all will be Geoffrey.
“Geoffrey will have a big presence,” Miller said. “There’s no reason he can’t be to us what Mickey Mouse is to Disney.”
Once the most venerable brand in toy retailing, Toys ‘R’ Us filed for bankruptcy protection in 2018 and subsequently closed most of its U.S. brick-and-mortar stores. However, the brand still remained viable in international markets and online, Miller said. The company claims its 900 international stores and e-commerce sites generate more than $2 billion a year annually. It plans to expand its U.S. footprint by 50% this year by opening more than 400 “shop-in-shops” in Macy’s stores.
“Most people don’t realize we never went away,” Miller said. “This brand is a wonderful thing, and there’s still a lot of love for it.”
