Toys R Us keeps old mascot in new rebrand

Toys R Us giraffe

It's been a tough year for the face of Toys R Us, Geoffrey the Giraffe. Last September, when the famous toy retailer filed for bankruptcy, it looked like the long necked mascot's days were numbered. However, in a controversial move, it looks like Geoffrey is back to work as part of the branding and logo design for Geoffrey's Toy Box.

Not familiar with Geoffrey's Toy Box? If the company looks and sounds like an exhumed Toys R Us, that's because it is. According to a statement issued yesterday, the company has been bought out by a group of investors led by Geoffrey, LLC. The acquisition includes intellectual property and data associated with Toy R Us, including the childhood favourite of many, Geoffrey the Giraffe.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.