Toys R Us Unveils Updated Geoffrey Mobile Ahead of Summer Tour

Jacqueline Barba
Digital Editor
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WHP Global’s Toys R Us has revealed the East Coast locations for its inaugural “Geoffrey Tour Across America,” which will commence on July 20 in New York with a celebration at the Herald Square Macy's flagship store.

The new Geoffrey Mobile vehicle

At the kickoff event, Toys R Us will unveil a redesigned Geoffrey Mobile — a 38-foot custom RV that will take the toy retailer's iconic Geoffrey the Giraffe advertising character on a multi-city tour. The vehicle will make stops at the Toys R Us global flagship at American Dream in East Rutherford, New Jersey, and select Toys R Us at Macy's stores from New York to Florida.

The tour launches on the anniversary of Toys R Us debuting inside every Macy's store across the U.S. and will promote the benefits and importance of play with in-store celebrations and activities that “foster discovery, family togetherness and fun at each stop,” according to a media release.

The original Geoffrey Mobile vehicle

"We are excited to take Geoffrey and the magic of Toys R Us on the road and re-introduce a new, modern version of the Geoffrey Mobile,” a Toys R Us rep said in the release. “Just like the original from 1980, the new Geoffrey Mobile being revealed at Macy's Herald Square will serve as a vivid reminder that play is essential at every age."

The celebration at Macy's Herald Square will feature special appearances of characters from "Paw Patrol," Bluey & Bingo, Peppa Pig and others to officially launch the tour.

The first 50 kids to visit the Geoffrey Mobile in each city will receive a free Geoffrey plush. All attendees will receive a paper crown, a toy tambourine and can join Geoffrey the Giraffe in his "Parade of Play'' march into the Toys R Us at Macy's store.

Inside, play stations and family friendly activities including Pokemon Trade & Play activity packs, Discovery Excavation Kits, Block building, Bluey printables for coloring and a meet and greet with Geoffrey will take place. Giveaways from top toy brands including L.O.L. Surprise!, Bluey, Monster Jam and Kinetic Sand, will also run, while supplies lasts.

Other stops for Geoffrey's Tour Across America include King of Prussia, Pennsylvania; Arlington, Virginia; Greenville, South Carolina; Atlanta; and Orlando, FL.


To further hype up the tour, Toys R Us will host a sweepstakes in the U.S. for a chance to win toy prizes. Starting July 20 and ending Aug. 15, participants can enter to win by visiting a dedicated tour landing page within or by scanning the QR code on the Geoffrey Mobile.

A themed play package of toys will be awarded to one winner at each tour stop. Plus, one grand prize winner will receive an Ultimate Play Pack. Winners will be announced starting on or around Aug. 25.