Source: Toys “R” Us

Geoffrey is packing his suitcase to travel around the world.

Toys “R” Us today unveiled Geoffrey’s World Tour, a campaign in which the retailer’s iconic mascot will visit nine cities and regions worldwide, kicking off in June at the global flagship store at American Dream in the U.S. Geoffrey will then visit London, Madrid, Saudi Arabia, South Africa, Dubai, and markets across greater China, Japan, and southeast Asia. 

At each stop, a Toys “R” Us kid ambassador will host Geoffrey and each store will feature special activations, including a giveaway for consumers to win a shopping spree. At the end of the campaign, Toys “R” Us will launch a global YouTube series that highlights each of Geoffrey’s visits from the kid ambassadors’ perspectives, including fun facts about their communities and their experience at the Toys “R” Us store event.

Related: State of the Industry Q&A 2022: WHP Global, Toys ‘R’ Us

“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 at 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 who are 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.”

The Geoffrey’s World Tour campaign is just the start of several planned global initiatives, including the formation of the Toys “R” Us Kids World Council, which will launch next year to bring kids’ points of view into all brand positioning and content around products, celebrations, advocacy, and more.

Toys “R” Us has 900 branded global stores outside the U.S. and e-commerce businesses in more than 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 end of the year.

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About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.