Dive Brief:

• Continuing its digital push, Toys R Us is launching a 10-episode YouTube series titled “Geoffrey’s World Tour,” the retailer announced on Friday. The show builds off of a marketing campaign in which its mascot Geoffrey the Giraffe travels to New York, Madrid, London, Hong Kong and other cities around the world. 
• The retailer also partnered with Nickelodeon to make a branded content series debuting on Nickelodeon’s YouTube channel this Spring. During the three-part series, a contestant will be asked trivia questions and given challenges based on Geoffrey’s international tour. 
• Kim Miller, a four-time Emmy Award-winning producer and the company’s global chief marketing officer, led the series. Geoffrey’s World Tour is the first production to be released by the new Toys R Us Studios, but the company said it plans to make more live-action and animated series.

Dive Insight:

Toys R Us has been trying to turn itself around since filing for bankruptcy in 2017. In March 2021, Tru Kids, the parent company of the Toys R Us brand, sold a controlling stake to WHP Global, the firm that also owns Anne Klein. The move put WHP Global in charge of Toys R Us’ expansion and business operations. 

After liquidating its brick-and-mortar stores in bankruptcy, Toys R Us has been rebuilding its physical footprint. The retailer announced plans in 2021 to open a 20,000-square-foot flagship location at the American Dream mall in New Jersey, where shoppers could take part in experiential features such as Geoffrey’s Cafe, an ice cream parlor and a two-story slide. Last July, the retailer expanded its partnership with Macy’s to open store-in-stores at every Macy’s location in time for the holidays.

In addition to trying to resurrect its physical presence, Toys R Us has also been trying to reach digital customers. The retailer introduced 10,000 digital collectibles last year in a metaverse collaboration with Anybodies, a Web3 company. With the non-fungible tokens, customers got access to GCoins, which were redeemable for physical and digital toys, store experiences and other perks. And with its new web content, Toys R Us aims to educate kids about different cities worldwide using child ambassadors who guide Geoffrey through their city and culture.

“We are thrilled to bring Geoffrey’s World Tour to life and share the experience with millions of families around the world through Nickelodeon’s community as well as through our own global distribution channels,” Miller said in a statement. “The new series are designed to give viewers a glimpse of what life is like for kids all over the world and see how wonder, curiosity, and a shared love of Toys R Us truly connects us all.”