Robin Lewis of The Robin Report reports that WHP Global brand is betting on that nostalgic desire for the resurrection of the Toys “R” Us brand and is simply pacing itself. He writes:
Let’s speculate about Geoffrey, the lovable giraffe-like “mascot” of the once category-killer Toys”R”Us stores. To review, the brand went public in 1978, and during the peak of its power in the 1980s, had 1450 locations globally, selling 18,000 different toys, including all of the major toy brands. Indeed, they owned a 25 percent share of the overall toy industry.
Geoffrey also became somewhat of a TV star as TRU’s marketing strategy rolled him out across the country. The store’s TV spots also became even more iconic with a catchy jingle that featured a self-identified Peter Pan, “I’m a Toys‘R’Us kid,” who didn’t want to grow up.
My question about Geoffrey: Is it possible that the power of nostalgia is enough to spark a return of his lovable stardom image among a whole new generation of kids with a whole new set of values. Will we think of the Geoffrey renaissance as “Barbie redux?” […]
WHP is betting on that nostalgic desire for the resurrection of the TRU brand and is simply pacing itself. In my opinion, if they execute the distribution moonshot, pushing to expand magical ubiquity, wherever and whenever a toy seeker may be, then I believe TRU will have a successful rise from the ashes.
And Geoffrey will have a second and wonderful new life.
Read more here.