Toys “R” Us NFTs representing Geoffrey the Giraffe in the 1960s and 1980s | Source: WHP Global

Geoffrey the Giraffe is going digital on the blockchain.

WHP Global — the parent company of Toys “R” Us (TRU) — is releasing its first collection of non-fungible tokens (NFTs) in collaboration with authenticated NFT platform Ethernity. The first wave of digital collectibles inspired by the TRU brand features Geoffrey the Giraffe as he’s appeared throughout the decades. NFT enthusiasts can own them beginning at noon on Saturday, Nov. 13. via OpenSea, a digital marketplace for NFTs.

“As we continue to invest in the growth of the [TRU] brand, entering the blockchain signifies a momentous step into the future and allows us to broaden our engagement with our loyal and expanding community of Toys “R” Us fans,” says Yehuda Shmidman, chairman and CEO of WHP Global and Toys “R” Us.

Source: WHP Global

Digital artist Bryan Lopez aka Exacto created the collection, including a  1:1 piece entitled “The Geoffrey Stroll.” According to WHP Global, “the exclusive 3D animation features Geoffrey as he steps into a bright new future with a modern instrumental version of the famous TRU jingle ‘I Don’t Want to Grow Up, I’m a Toys “R” Us Kid’ playing.”

The purchaser of this one-of-a-kind digital collectible will also receive transportation and a two-night hotel stay to attend the grand opening of a new Toys “R” Us store in the U.S. next year.

Toys “R” Us recently revealed plans to return to the U.S. in partnership with Macy’s followed by a return to the UK in partnership with Toys “R” Us ANZ.

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.