Geoffrey the Giraffe is going Hollywood.

Toys “R Us is working with Fox Alternative Entertainment to develop an unscripted competition series called Toys “R” Us Family Faceoff.

According to Deadline, Toys “R” Us Studios forged an alliance with Known Originals (Netflix’s Jeen Yuhs: A Kanye Trilogy, Amazon’s McDonald’s All-American Games) and the unscripted arm of Fox Entertainment Studios for the project.

In the series, families will compete within a “larger-than-life” Toys “R” Us store in challenges inspired by new and classic toys and games.

“Play is essential for everyone, no matter their age. It brings joy, fosters connection, and is simply fun,” Kim Miller Olko, President of Toys “R” Us Studios told the trade. “That’s why Toys ‘R’ Us holds a special place in our hearts. This show will capture that magic, offering a nostalgic nod while being fresh, dynamic, and full of surprises.”

Geoffrey reads The Toy Book at an event in March 2023.

UTA brokered the deal on behalf of Toys “R” Us Studios and Known Originals. Miller Olko will serve as executive producer alongside Known’s Brad Roth and Ross Martin.

There is no word yet on timing for the production or on which network or streamer it may land.

The Toys “R” Us comeback story continues in the U.S. with Toys “R” Us departments in every Macy’s store, flagship locations at Mall of America and American Dream, expansion into Navy Exchange stores and airports, and the recent openings of standalone stores created in partnership with Go! Retail Group.

Flashback: Nickelodeon’s Super Toy Run at Toys “R” Us (1986)

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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