The Toys “R” Us mascot is going on a road trip.
The retailer announced the launch of Geoffrey's Tour Across America, a “first-of-its-kind” free immersive experience for families. The tour will kick off in late summer, at Macy’s Herald Square flagship in New York City. The new initiative follows the launch of Toys “R” Us shops in all Macy's stores nationwide in 2022.
After the kick-off at Herald Square, Geoffrey the Giraffe will take off in his updated “Geoffrey Mobile,” and the tour will make stops at several other Macy's flagship locations across the country. The experience will include weekend-long events offering larger-than-life interactive experiences, entertainment for all ages, fun food, brand activations, VIP experiences, giveaways and more from top toy and family-friendly brands, Toys “R” Us said.
"Toys "R" Us brings the same magic it always has, but in new and modern ways that are designed for families to connect and make memories together through play,” said Kim Miller, global chief marketing officer at Toys "R" Us. “Now, we are sending Geoffrey across the country to kick up the excitement for families to have what we call a 'playcation' where you put your responsibilities aside and embrace fun. And what we have in store for you is like nothing you've seen before."
The retailer is partnering with marketing agency Known to create and execute the experience. Highly integrated partnership initiatives, led by Known in collaboration with event marketing agency The Sharpe Alliance, will provide exciting activation and co-marketing opportunities for brands that will reach the families who love Toys "R" Us, according to the company.
"As lifelong Toys "R" Us kids, the opportunity to partner with this incredible brand is a dream come true," said Mark Feldstein, president of Known Studios. "We're excited to help bring play to life in such an immersive and fun way, through content and experiences for kids and families everywhere."
Toys "R" Us is owned by brand management firm WHP Global.
[Read More: Toys ‘R’ Us has new owner — again]