Geoffrey the Giraffe has been the ToysRUs mascot and “Ambassador of Fun” since 1960, recognized by children and parents alike around the world. As one of the brand stewards of this iconic character, I was responsible for helping Geoffrey grow into new markets - evolving his in-store and digital presence across channels - to delight new generations of TRU Kids.
Style guide development for Geoffrey (specs, image usage, and product licensing).
Dev of the mobile game UI for Geoffrey’s Day, an international promotion celebrating play. Digital properties were built in collaboration with TRU’s Asia unit.
Dev of mobile digital stickers users can access through the PlayChaser app and send via messaging apps to family and friends.
An assortment of licensed Geoffrey products for retail sale, in-store support, employee onboarding, and rewards programs.
TRU stop-motion animation for social media content, promoting Geoffrey’s Birthday Club, a customer rewards program.
Digital assets (email, social media) for Geoffrey’s Birthday Club targeted outreach and promotional campaigns.
Vector samples developed for a variety of marketing and sales applications.
