Toys R Us’ Geoffrey the Giraffe wraps up world tour in Singapore

Published on: 26th October 2022

The Toys R Us mascot visited Singapore on his final stop in Asia as part of Geoffrey’s World Tour, uniting children around the world.

Toys R Us mascot Geoffrey the Giraffe recently wrapped up a whirlwind visit to Singapore, his final stop in Asia as part of Geoffrey’s World Tour, in which he visited locations across the globe to unite children around the world.

Prior to Geoffrey’s arrival, families across Singapore took part in an online photo contest for a chance to meet Geoffrey and win an exciting shopping spree, the main highlight of the mascot’s visit to the Lion City.

To enter, participants were asked to use their imagination and creativity by taking a picture with Geoffrey and describing their fondest moment at Toys R Us.

The winning entry was from a little boy, Brandon, and his parents. In the description, his mother wrote: ‘My fondest memory was (little one)’s first visit at Toys R Us store in VivoCity. He was so excited that he could pick a toy for Children’s Day on his own. There were so many toys to see, touch and play. He walked out of the shop with a big smile and from that day onwards, he recognised the Toys R Us shop, no matter which outlet we visit.”

“We are delighted to see all the fond moments that our stores create for families in Singapore. The pictures and their descriptions show just how magical an experience the time spent in our stores is for children and their parents,” said Adelene Teo, general manager of Toys R Us Singapore. “We will continue to focus on our customers to understand their needs and preference so we can provide more exciting and magical moments for families in Singapore.”

Brandon (pictured) took part in the toy shopping spree event on 10th October at Toys R Us VivoCity store, where he had one minute to quickly collect the toys of his choice. Geoffrey was on hand to cheer on the lucky winner, who walked away with a full bag of his favourite building blocks and Pokémon toys.

During his Singapore visit, Geoffrey was also hosted by a local child ambassador and treated to a tour of one of Singapore’s most famous sites, the Merlion Park, home to the 8.6 metre tall mythical part lion, part fish Merlion statue, an icon of Singapore.

Geoffrey’s Singapore visit followed his tour of Hong Kong where he was warmly greeted by fans. He also made stops around the world in the US, London, Madrid, Saudi Arabia, South Africa and Dubai as part of Toys R Us’ first 360-degree global marketing campaign.

Each stop on Geoffrey’s World Tour was hosted by a local Toys R Us child ambassador and featured in-store, eCommerce and social media activations, including sweepstakes to win a shopping spree for consumers. The campaign culminated with the launch of a global YouTube series that captures each of Geoffrey’s visits from the child ambassador’s perspectives. In the series, Geoffrey is shown with the ambassadors in their city as they share kid-friendly fun facts about their communities, and experience at the Toys R Us store event.



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