Geoffrey the Giraffe turns part-time reindeer in Toys R Us Christmas campaign

Toys R Us has unveiled a Pixar-esque Christmas campaign with brand ambassador Geoffrey the Giraffe the star of the show.

Unlike previous efforts, this year’s campaign doesn’t follow a family visiting a Toys R Us store but instead features Santa alongside Geoffrey.

“Animated graphics are highly advanced, and we felt Geoffrey deserves to reach the hearts and minds of a brand new generation in a new, modern format,” said Mike Coogan, Toys R Us marketing and e-commerce director.

The classic Toys R Us jingle remains in place for this year’s festive push with Coogan revealing research played a part in keeping what the public consider an “iconic tune”.

“It will continue to play a very important role in this new story,” Coogan said.

This week we have already seen Christmas ads from Asda, Lidl, TalkTalk and more with the likes of Marks and Spencer and John Lewis expected to break within the coming days.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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