Geoffrey the giraffe has been a marketing icon for Toys “R” Us for decades…but yet little was known about him.
Toys "R" Us asked Piro to help turn Geoffrey from a marketing character into an entertainment one. So we did two things: create a children’s storybook and a birthday song.
The resulting book is one of the most widely published children's storybooks in 2016, and is a great example of how a brand can take its existing marketing collateral and turn it into meaningful and entertaining IP.
"The Legend of Geoffrey" is the centerpiece of a monthly in-store read-aloud birthday event at Toys "R” Us where “It’s Your Birthday” is played over the loudspeaker to celebrate that month's birthdays of those invited to the event.