Toys“R”Us: NFT Collection

Ethernity Chain
6 min readNov 12, 2021

Toys“R”Us x Ethernity

by: Exacto

November 13, 2021 @ 12pm ET / 72 Hours

Toys“R”Us has teamed up with Ethernity to launch its first-ever NFT collection. The world’s toy destination for generations of kids, Toys“R”Us is known as much for its nostalgic sense of wonderment as it is for its brand affinity and imagery. Its beloved mascot, Geoffrey the Giraffe, is one of the most well-known mascots of our time. Here, Geoffrey is honored across the decades, his image cast in NFT form. Beginning in the 1960s and going all the way to the present day, Geoffrey eagerly steps into the future as Toys“R”Us once again is taking center stage in retail and beyond. The famous giraffe is also featured in recognizable pop and modern art forms, giving the lovable long-legged giraffe a transcendent look. Just as the brand continues to live on in the hearts and minds of the multiple generations lucky enough to call themselves ‘Toys“R”Us kids,’ each NFT edition speaks to a memory of an era and a promise that even newly minted customers will experience it live, firstly though, in NFT form.

TITLE: The Geoffrey Stroll

Opening bid: $2500 / 1 of 1 / ETH

Description:

3D Geoffrey Animation Strolling Down Piano Road

The future is bright as 3D Geoffrey strolls under streams of golden sunshine on a musical journey across a magical keyboard. You can tell he is humming to the recently remixed Toys“R”Us jingle playing in the background. The original version of the song was released in 1982 and became one of the most recognized jingles of the 1980s. As Toys“R”Us and Geoffrey embrace the future, his confidence and ease as he enters this dynamic era is at an all-time high.

Exclusive Toys“R”Us Experience for the winning bidder of The Geoffrey Stroll NFT:

Exclusive experience to include the following:

1. Attendance for the winning bidder and a guest to attend the 2022 grand opening of a U.S. Toys“R”Us Store of Toys“R”Us’ choosing*.

2. Roundtrip coach transportation within the continental United States for the winning bidder and their guest, whether via ground or air, to the grand opening location city.

3. 1-room stay for 2 for 2 nights in a hotel in the destination city.

* In the event the winning bidder is unable to attend the grand store opening chosen by Toys“R”Us for any reason, including but not limited to, Covid-19 related issues, no substitute of any sort shall be provided to the winning bidder or their guest.

TITLE: Toys“R”Us: Iconic Geoffrey Pop Art

Price: $1,000 / 10 of 10 available / ETH & ERN

Description:

Warhol style classic Geoffrey the Giraffe Portrait

Like many of the top icons of our time, Geoffrey has been featured in various works of pop art. Perhaps the most famous is this one made similar to the Warhol works of Marilyn Monroe in 1967. This one features the 90’s style Geoffrey and is spotlighted on the classic orange color, with his signature on the back of the canvas.

TITLE: Toys“R”Us: Modern Geoffrey Pop Art

Price: $1,000 / 10 of 10 available / ETH & ERN

Description:

Warhol style contemporary Geoffrey the Giraffe Portrait

This modern piece of art inspired by Warhol, features the present-day Geoffrey with a longer nose and iconic orange stars on his body. The canvas is on the orange background with Geoffrey’s signature on the back.

TITLE: Toys“R”Us: ’60s Geoffrey

Price: $150 / 100 of 100 available / ETH & ERN

Description:

Geoffrey Through the Years Card 1

In 1965, the first Geoffrey was created, but originally named Dr. G. Raffe. He represented the first store opened by Toys”R”Us creator Charles Lazarus. A store associate then changed his name to Geoffrey. This version of Geoffrey was in the first TV commercial in 1973 dancing in the street alongside hundreds of children.

TITLE: Toys“R”Us: ’70s Geoffrey

Price: $150 / 100 of 100 available / ETH & ERN

Description:

Geoffrey Through the Years Card 2

In 1975, Geoffrey had a makeover with rounder eyes and a tuft of hair added on top of his head. His horns grew smaller, and his spots became a bit rounder. Some may remember his family first appeared during this era with a wife, son, and daughter.

TITLE: Toys“R”Us: ’80s Geoffrey

Price: $150 / 100 of 100 available / ETH & ERN

Description:

Geoffrey Through the Years Card 3

In 1988, Geoffrey travelled across the United States with his family in the Geoffrey Mobile. He went all the way from the Statue of Liberty to the Golden Gate Bridge. Geoffrey was featured on many TV commercials in the ’80s and could always be spotted live at the store ready to show kids the latest and greatest toys.

TITLE: Toys“R”Us: ’90s Geoffrey

Price: $150 / 100 of 100 available / ETH & ERN

Description:

Geoffrey Through the Years Card 4

In 1999, the Toys“R”Us creative team finally decided that Geoffrey was a kid because he loved toys and play. He was now the lighthearted mascot who just wanted kids to come into the store for a fun visit.

TITLE: Toys“R”Us: ’00s Geoffrey

Price: $150 / 100 of 100 available / ETH & ERN

Description:

Geoffrey Through the Years Card 5

In 2001 Geoffrey took on a much more realistic appearance. The intent with this look was that he represented the kid in all of us and was described as a wisecracking jokester. He was animatronic and could even speak. Guess what? The voice talent was that of Jim Hanks, brother to actor Tom Hanks.

TITLE: Toys“R”Us: Present Day Geoffrey

Price: $150 / 100 of 100 available / ETH & ERN

Description:

Geoffrey Through The Years Card 6

Geoffrey had his most recent makeover on September 28, 2007. Geoffrey is still fun loving, but a little hipper. He has stars in the place of his spots and a lighthearted attitude that resonates with moms, dads, and kids of all ages. In 2010, this version was named one of “The Top 25 Mascots of all Time” by Aol’s Walletpop.

About the Artist:

Bryan Lopez aka Exacto has over ten years of multidisciplinary experience, working primarily as a 3D modeler and animator, as well as a graphic designer. He’s created an expansive variety of works, including crypto art, live projection mapping, brand identities, corporate instructional materials, commercials, music videos, and more, in a style that combines classical with contemporary in new visual forms that peer to the future whilst accrediting our history.

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