Well, it looks like every kid's favorite giraffe, Geoffrey, will live to see the death of the very store he has called home for decades. Toys "R" Us has announced that it will be closing all of its 740 U.S. stores in the coming months.
While the next generation of ankle biters will never know the nostalgia of filling a cart at a store designed just for them, there's no doubt the company has found success in at least one area: #branding.
Even in the age of Amazon.com (AMZN) , most kids know that Geoffrey the Giraffe stands for new toys just like most parents know the mascot symbolizes new debt. For the past five decades, the mascot has epitomized the fun and nostalgia of spending a few hours in the toy store.
Geoffrey was created in 1965 when former baby furniture store Children's Bargaintown rebranded as Toys "R" Us and from then on, he gained a celebrity status all of his own.
Over the years, Geoffrey received multiple face lifts from early animated versions to a "real-life" talking version to his his current manifestation where stars have replaced his spots.
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