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Toys”R”Us Launches First NFT Collection with Ethernity

WHP Global, the parent company of Toys”R”Us has partnered with leading authenticated NFT platform Ethernity to bring the iconic toy brand to the blockchain with the release of its first non-fungible token (NFT) collection.

Toys”R”Us, the world’s beloved toy brand for generations of kids, is known as much for its nostalgic sense of wonderment as it is for its brand affinity and playful imagery. Cast in NFT form, its star mascot Geoffrey the Giraffe, one of the most well-known mascots of our time, is featured in a series of exclusive limited-edition digital collectibles for fans to purchase beginning Saturday, November 13 on OpenSea, the largest digital marketplace for NFTs.

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“We are excited to unveil the first ever Toys”R”Us NFT collection which features the iconic IP of the Toys”R”Us brand including the one and only Geoffrey the Giraffe,” said Yehuda Shmidman, Chairman and CEO of WHP Global and Toys”R”Us. “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.”

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The debut NFT collection, from digital artist Bryan Lopez, aka Exacto, contains a 1-of-1 piece, “The Geoffrey Stroll,” which will be auctioned live following the drop. This exclusive 3D animation features Geoffrey as he steps into a bright new future with a modern instrumental version of the famous Toys”R”Us jingle ‘I Don’t Want to Grow Up, I’m a Toys”R”Us Kid’ playing. The buyer and a guest will also have the chance to attend a U.S. Toys”R”Us store grand opening in 2022, including transportation to that city and a two-night hotel stay.

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Other rare editions in the collection delve into pop-art style, Warhol-inspired modern portraits of Geoffrey. The limited-edition series “Geoffrey Through the Years” contains six separate editions, each one a reflection of the world-famous giraffe as he looked throughout the different eras beginning in 1960 to present day.

The NFT launch comes on the heels of several new initiatives including the return of Toys”R”Us in the U.S.A. through a strategic partnership with Macy’s, and the return of Toys”R”Us to the United Kingdom through a partnership with Toys”R”Us ANZ.

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[To share your insights with us, please write to sghosh@martechseries.com]

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