Toys ‘R’ Us extends marketing campaign to YouTube

The Toys “R” Us mascot is taking his global journey virtual.

The specialty toy retailer is bringing its “Geoffrey's World Tour” free immersive experience for families to YouTube with the launch of two new digital series.

Toys "R" Us Studios, the company’s new entertainment production arm, is debuting its first original content series, “Geoffrey's World Tour,” a 10-episode digital show on the Toys “R” Us YouTube channel. Produced and developed by Paramount Brand Studio, the series will feature a contestant who will answer trivia questions and complete challenges derived from Geoffrey's travels. 

New episodes will air every other week on Wednesdays and showcase one of the 10 stops around the world, including New York, Dubai, Singapore, London, Jerusalem, Madrid, Jeddah, Hong Kong, Durban, and Melbourne. At each of the cities on his journey, Geoffrey is greeted by a local kid ambassador who takes him on a tour of the area.

The new series is part of the company’s 360-degree global marketing campaign where mascot Geoffrey the Giraffe embarked on a multi-city tour across the globe. That tour will kick off in the U.S. in late summer 2023, 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.

[Read more: Toys ‘R’ Us bringing ‘first-of-its kind' experience to select Macy’s stores]

In addition, kids’ cable TV network Nickelodeon will create original content based on Geoffrey's World Tour in an upcoming three-episode branded content series which is slated to launch in late spring 2023 on the Nickelodeon YouTube channel.

"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,” said Kim Miller, global chief marketing officer at Toys "R" Us and president of Toys R Us Studios. “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."

Toys "R" Us operates more than 1,350 stores and e-commerce businesses in 30 countries. Toys "R" Us is owned by brand management firm WHP Global.  

[Read More: Toys ‘R’ Us has new owner — again]