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Toys “R” Us targets tablet users with interactive, brand-building app

May 7, 2013

Toys “R” Us has launched a new mobile application for iPad and Android tablets that centers around its mascot Geoffrey the Giraffe and endeavors to build brand awareness.

The Geoffrey’s Jungle app follows Geoffrey the Giraffe as he embarks on a safari adventure through different islands full of games and surprises. The app is part of the company’s ongoing efforts to expand its mobile reach.

“We introduced the Geoffrey’s Jungle app in 2011 as a fun, interactive, free game for kids to play,” said Meghan Kennedy, a spokeswoman for Toys R Us.

“We have continued to work with our business partners, like LucasFilm, to launch new islands and games within the app, such as the all-new Star Wars Island,” she said.

“This new island is being introduced just in time for Star Wars fans to celebrate ‘May the Fourth.’”

Mobile celebration
The new Toys R Us tablet app lets kids interact and play games featuring their favorite Star Wars heroes and villains, including Yoda and Anakin Skywalker.

The adventure in Geoffrey’s Jungle begins with players customizing their own explorer character for the game, choosing the gender, skin tone and apparel for their explorer, including hat, shirt, pants and shoes.

Users can also choose from approximately 20 first and last names for their character, such as Noah Toucana or Sandy Savannah.

Arriving with Geoffrey the Giraffe on their very own starship, users can explore Star Wars Island and play games such as “Whack-a-Sith,” where they can  try to whack as many Sith as they can with their lightsaber.

Then there is the Slide Puzzles game where players can maneuver the pieces of the puzzle to reveal favorite scenes from Star Wars: The Clone Wars.

Finally, users can interact via the Coloring Activity game where they can show off their creative sides with this coloring activity, which allows them to color some of their favorite characters.

Next step
The new tablet app is also a great way for Toys “R” Us to connect users to its in-store and online products.

Star Wars Island also features a selection of the themed toys available at Toys R Us, including the Star Wars Multi-Troop Transport from Hasbro, LEGO Star Wars AT-RT Walker and more.

Consumers can add their favorites to their Toys R Us wish list with the click of a button.

“At Toys “R” Us we continuously strive to bring exciting technologies to our customers and to extend the Toys “R” Us brand into new areas,” Ms. Kennedy said. “Through Geoffrey’s Jungle, we are able to reach our most loyal fans – kids.

“In particular, mobile is the company’s fastest growing channel of consumer engagement,  and Toys “R” Us continues to look for ways to enhance its mobile capabilities,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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