![]() ![]() The 10 short films created during the world tour are airing every other week on Wednesdays on the Toys R Us YouTube channel. by Eugene Gologursky/Getty Images for Macy's, Inc. Toy R Us mascot Geoffrey making an appearance at one of the Toys R Us shops in Macy's stores. The international stores operated independently, under licensing agreements which were taken over by the current majority owner of the Toys R Us brand, WHP Global. There are 1,350-plus Toys R Us stores in 30 countries, which were not impacted when the Toys R Us parent company in the United States went bankrupt and closed all U.S. The first thing Toys R Us did to launch Geoffrey’s new entertainment career was to send him on a world tour of 10 international cities where he met with local kids, learned facts about their cities, and visited Toys R Us stores. She is hoping that Geoffrey, through TV and film projects, can become a “feel-good advocate for children” and work with production partners, celebrities and public figures to create messages for children that support and empower them. “I saw grown men at Comic Con cry when they saw him,” she said. And Geoffrey was a hit in the Macy’s Thanksgiving Day parade last year, she added. “Tik Tok loves him - multimillions of views,” Miller said. Miller said she has seen time and again the strong connection both parents and kids, and even grandparents have with Geoffrey, the mascot that has been the face of Toys R Us since the early 1970s. “I think this is an opportunity to really build a relationship with kids and their families.” “It’s important in today’s world to really be about more than just marketing toys, more than just always putting the product in the consumers face,” Miller said in an interview. Toy maker maker Spin Master’s enertainment division has created an animated fantasy-adventure series for kids, Unicorn Academy, that is scheduled to begin airing on Netflix NFLX in the fall.Įntertainment content, done the right way, can strengthen connections with a brand, Miller said. It quickly decided it didn’t need to have a full-scale production company, and is seeking a buyer for eOne, but plans to collaborate with production partners to create TV and film content for its toy and gaming brands. In 2019 Hasbro acquired production company eOne for $3.8 billion to boost its content creation efforts. Hasbro HAS collaborated with Paramount PARA to produce the Dungeons and Dragons: Honor Among Thieves movie, which was top-grossing movie in the U.S.
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