BONOBOS AND TOYS“R”US UNVEIL FIRST-EVER BRAND COLLABORATION FEATURING GEOFFREY THE GIRAFFE

Bonobos menswear brand has partnered with Toys“R”Us to debut an exclusive apparel collection featuring the retailer’s iconic 1988 Geoffrey the Giraffe mascot. The limited edition capsule includes adult and children’s Geoffrey-logoed fleece crewnecks and hats, available exclusively at Bonobos Guideshops, on Bonobos.com, Macys.com, and in select Macy’s retail locations. Pieces retail from $129 for the adult crewneck sweatshirt to $69 for the kids’ version and $60 for a wool cap.

The collaboration targets millennials and young-at-heart audiences who grew up with Toys“R”Us and are now in or entering adulthood, perhaps with their own kids. The launch timing coincides with Geoffrey’s birthday, October 17th, when he turns nine years old–which he does every year (oh, to be forever young!).

“Growing up, I would eagerly await the Toys“R”Us catalog to arrive in my mailbox,” says John Hutchison, Brand President of Bonobos. “For this partnership, we wanted to recapture that sense of nostalgia, anticipation and excitement by celebrating Geoffrey on his birthday with a design we know would resonate with our customers and remind them that we didn’t (really) grow up, we’re all still Toys‘R’Us Kids.”

“Our customers have always loved the quirky, clever and humorous personality of Bonobos. This comes as an unexpected surprise for our audiences, especially going into the holiday season. We feel this partnership authentically highlights our playful personality while bringing an iconic brand like Toys“R”Us into the fold,” adds Krissie Millan, Bonobos Chief Marketing Officer.

Bonobos is also partnering with Jason Biggs, leaning into his unmistakable humor and prolific acting career for supporting social-first content. In addition to this, a full marketing campaign will feature this collaboration and will be further amplified across social media and digital marketing touchpoints across Bonobos and Toys“R”Us channels.

“Geoffrey the Giraffe has been the face of fun and wonder at Toys“R”Us for over half a century,” said Kim Miller, Global Chief Marketing Officer at Toys“R”Us. “Our partnership with Bonobos offers a creative way to celebrate this legacy in a fresh, exciting light. We’re confident that our customers will love the blend of style and nostalgia this collection brings, reminding everyone that you’re never too old to be a Toys”R”Us Kid.”