Toys “R” Us is branching out into NFTs (non-fungible tokens) — introducing a variety of digital collectibles featuring its mascot, Geoffrey the Giraffe.
WHP, the Toys “R” Us parent company, partnered with NFT platform Ethernity to launch the collection on the digital marketplace Opensea.
Starting November 13, fans and collectors will be able to purchase pieces from the collection designed by digital artist Bryan Lopez. Images take inspiration from pop art and artists such as Andy Warhol. One limited edition series, “Geoffrey Through the Years,” consists of six separate editions showcasing how Geoffrey the Giraffe’s appearance has evolved from the 1960s through present day.
Following the drop, a 3-D animation entitled “The Geoffrey Stroll” will go up for auction. This graphic depicts Geoffrey strolling set to a modern instrumental version of the Toys “R” Us jingle, I Don’t Want to Grow Up, I’m a Toys “R” Us Kid. The buyer and a guest will also have a chance to attend a U.S. Toys “R” Us store grand opening in 2022, including transportation to that city and a two-night hotel stay.
“We are excited to unveil the first ever Toys”R”Us NFT collection which features the iconic IP of the Toys”R”Us brand including the one and only Geoffrey the Giraffe,” said Yehuda Shmidman, chairman and CEO of WHP Global and Toys”R”Us. “As we continue to invest in the growth of the brand, entering the blockchain signifies a momentous step into the future and allows us to broaden our engagement with our loyal and expanding community of Toys”R”Us fans.”
Toys “R” Us’ expansion into the blockchain comes shortly after the retailer announced its U.S. return via a partnership with Macy’s and return to the U.K. in collaboration with Toys “R” Us ANZ.
WHP Global, a New York-based brand acquisition and management firm, acquired a controlling stake in Toys “R” Us in March 2021.