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Lights, camera, cue Jeffrey!
Toys R Us is following in the footsteps of the largest toy makers in creating entertainment content to grow their brands.
The retail brand now has its own entertainment production arm, Toys R Us Studios, which plans to star Toys R Us’ biggest and most recognizable property, the giraffe mascot Jeffrey.
Toys R Us Studios recently released the first episode of Geoffrey’s World Tour on YouTube, a short film about Geoffrey visiting 10 cities, and it has secured its first deals with entertainment partners. This spring, scenes from Jeffrey and his world tour will appear on Nickelodeon’s YouTube channel, Kids’ Play.
Kim Miller, Toys R Us Global Chief Marketing Officer and President of Toys R Us Studios, is an Emmy Award-winning producer with decades of experience working with television personalities including Martha Stewart experience, he said that Jeffrey definitely has a star effect.
“He was to Toys R Us what Mickey Mouse was to Disney,” Miller said.
In recent years, top toymakers have increasingly focused on producing TV and movie content starring their biggest properties.
Mattel’spad The film division is partnering with Warner Bros. to distribute its Barbie films this summer.Mattel executives explain in South by SouthwestXSW It had about 200 potential entertainment content properties last month, and having its own film division helps it control storytelling.
Hasbrohave with paramountfor Production Dungeons and Dragons: Honor Among Rogues movie that is rising fastest The movie had its U.S. opening weekend.
In 2019, Hasbro acquired production company eOne for $3.8 billion to bolster its content creation efforts. It quickly decided it didn’t need to have a full-fledged production company and was looking for a buyer for eOne, but planned to work with production partners to produce TV and film content for its toy and gaming brands.
toy makermaker Spin Master’s entertainment division has an animated fantasy adventure series for kids, Unicorn AcademyExpected to air on NetflixNFL in autumn.
Crafting entertainment content in the right way can strengthen a brand connection, Miller said.
“In today’s world, it’s not just marketing toys that really matter, it’s not just always putting the product in front of the consumer,” Miller said in an interview. “I see this as an opportunity to really build relationships with kids and their families.”
Miller said she’s seen time and time again the strong bond between parents and children, and that even grandparents bond with Jeffrey, the Toys R Us mascot since the early 1970s .
“Tik Tok loves him — millions of views,” Miller said. She added that Jeffrey made a splash at the Macy’s Thanksgiving Day Parade last year.
“I’ve seen grown men cry when they saw him at Comic-Con,” she said. “I think we have something here.”
She hopes that through TV and film projects, Jeffrey can become a “feel good advocate for children” and work with production partners, celebrities and public figures to create messages of support and empowerment for children.
One of the first things Toys R Us did to launch Geoffrey’s new entertainment venture was to send him on a world tour to 10 international cities, where he met local kids, learned about their cities, and visited Toys R Us store.
Toys R Us, which has more than 1,350 stores in 30 countries, has not been affected by the closure of all U.S. stores by the bankruptcy of Toys R Us’ US parent company. The international stores are operated independently under a licensing agreement that has been taken over by WHP Global, the current majority owner of the Toys R Us brand.
Ten short films created during the world tour air every other Wednesday on the Toys R Us YouTube channel. Three episodes have aired so far.
Nickelodeon will produce a three-episode game show using content filmed during the world tour, what a mess, contestants will be asked to answer questions about Jeffrey’s travels. The show is scheduled to air on Nickelodeon’s YouTube channel in late spring.
Toys R Us, in partnership with marketing agency Known, will send Geoffrey on a national tour this summer in his own tour bus, featuring in-person appearances and family-friendly events. The tour is also expected to produce entertainment content, Miller said.
“Known also has an entertainment development arm, so we’ll be collaborating around content we can create and see what magic happensmagic We can do that with a longer format and possibly a podcast,” she said.
Miller predicts Jeffrey has enough star power to pull off bigger projects, including feature films.
“Of course we want to make a movie, and we’re already exploring what that might look like,” Miller said. excited.”
Miller also anticipates that there will be plenty of celebrities eager to work with Jeffrey. “We’re already talking,” she said. “People, celebrities, you name it, have memories of the brand. When you’re a kid, you have an emotional memory, and as an adult, you’re excited to be a part of it, which is great for Jeffrey. It’s a very lucky thing.”
As far as celebrities go, it was a pleasure working with Jeffrey, Miller said. “Jeffrey was the easiest to direct,” she said.
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