The parent company of Toys “R” Us, WHP Global, has partnered up with non-fungible token (NFT) platform Ethernity to release the brand’s first NFT collection of iconic giraffe mascot Geoffrey.
‘Geoffrey Through the Years’
Available for sale on digital marketplace OpenSea, the series of limited-edition NFTs are designed by digital artist Exacto, also known as Bryan Lopez. Entitled “Geoffrey Through the Years”, the series will include six separate editions in pop-art style and Andy Warhol-inspired modern portraits of the famous mascot, each one a reflection of Geoffrey’s look from 1960 up until today. The collection went on sale on November 13.
The collection has also added a one-of-one piece named “The Geoffrey Stroll”, which is currently being auctioned off live – closing November 17. The 3D animation features Geoffrey as he saunters into a bright new future with an instrumental version of the Toys “R” Us jingle I Don’t Want to Grow Up, I’m a Toys “R” Us Kid playing in the background.
The buyer of this unique piece and a guest will have the opportunity to attend a Toys “R” Us store grand opening in the US in 2022.
Yehuda Shmidman, CEO and chairman of WHP Global and Toys “R” Us, has said that the company will continue to invest in the growth and future of the brand, and entering the blockchain marks a big step into the future.
As we continue to invest in the growth of the brand, entering the blockchain signifies a momentous step into the future and allows us to broaden our engagement with our loyal and expanding community of Toys “R” Us fans.
Yehuda Shmidman, CEO and chairman, WHP Global and Toys “R” Us
Famous Brands Join the NFT Boom
Along with Toys “R” Us, famous brands Coca-Cola and Playboy have also entered the explosive NFT market. Earlier this year, Coca-Cola announced it would release a collection of branded NFTs to mark International Friendship Day and to raise money for Special Olympics International. The three-day auction, also hosted on OpenSea, took place from July 30.
In October, American lifestyle brand Playboy launched a series of 11,953 “Playboy Rabbitars” – 3D rabbit characters in NFT form which will serve as keys to a reimagined Playboy Club. The “Rabbitars” also give owners access to benefits such as members-only events, merchandise, artworks, and exclusive artist collaborations.
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