Late this summer, WHP Global’s Toys R Us will launch a free immersive experience for families starring the toy retailer's iconic Geoffrey the Giraffe advertising character.
Toys R Us is partnering with marketing agency Known Studios to create and execute the multi-city experience, dubbed “Geoffrey's Tour Across America,” to bring the “true joy of play” to kids of all ages across the U.S., according to a media release.
The tour will kick off on an unspecified date at the Macy's flagship store at Herald Square in New York’s Midtown Manhattan neighborhood. At the event, Geoffrey will depart in the redesigned Geoffrey mobile vehicle and embark on the rest of the tour, which will include stops at several other Macy's flagship locations.
The series of weekend-long events will offer interactive experiences, entertainment appropriate for all ages, food, VIP experiences, giveaways, brand activations and more from toy and family friendly brands.
Integrated partnership initiatives, led by Known Studios in collaboration with event marketing agency The Sharpe Alliance, will provide activation and co-marketing opportunities for brands. Toys R Us is currently accepting brand sponsorship pitches through the event’s dedicated web page.
Geoffrey's Tour Across America is a follow up to the successful rollout of Toys R Us shops in all Macy's stores nationwide in 2022, per the release.
"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,” Kim Miller, global chief marketing officer at Toys R Us, said in the release. “We do this in part by providing toys and experiences online and at every Macy's store all year long. 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.”