Toys “R” Us – The Legend of Geoffrey


Toys “R” Us wanted to re-engage kids and parents, as well as position themselves as the place for birthdays.


We turned to an unexpected place – their logo – and a forgotten medium – the storybook – to build an engaging story for kids and adults alike. “The Legend of Geoffrey” explains how the eponymous giraffe got his star-covered coat, his love of birthdays, his unique magical powers, and how he came to live at Toys “R” Us. To strengthen the brand’s ties to birthdays, we also developed a proprietary birthday song for Toys “R” Us.


“The Legend of Geoffrey” is one of the most widely published children’s storybooks in 2016. It is also the centerpiece of a monthly in-store read-aloud birthday event where the song is played to celebrate that month’s birthday guests.