Toys “R” Us Studios is embarking on a unique marketing strategy for its upcoming film, “Roofman.” This film centers on a true story of a prison escapee who sought refuge in a North Carolina retail store, notably a Toys “R” Us location. Kim Miller Olko, the president of Toys “R” Us Studios, expressed enthusiasm about the film’s potential, despite its unconventional premise.
Toys “R” Us Engages with Social Media Campaign
Initially, the studio sought traditional promotional avenues by approaching Paramount Pictures but received a courteous rejection. Undeterred, Olko and her team took to social media to implement what they humorously referred to as a “harassment campaign.” This dynamic approach aimed to engage audiences while compelling studios to acknowledge their project.
Channing Tatum Joins the Conversation
The campaign culminated in an interactive social media event. Actor Channing Tatum hosted a live Q&A session on Instagram directly from a Toys “R” Us store. Olko shared her excitement, noting the impressive promotion generated through their unorthodox strategy.
Rebranding and Revitalizing Toys “R” Us
Olko’s approach reflects her innovative vision for transforming the beloved retail brand. Since joining Toys “R” Us in 2021, she has focused on modernizing the company’s image under the ownership of WHP Global, emphasizing its iconic mascot, Geoffrey the Giraffe.
- Olko introduced the new tagline: “Same Magic, New Method.”
- She highlighted Geoffrey’s new backstory, giving him an age of nine and a half years.
- Geoffrey now has a specific birthday on October 17, aimed to create promotional events.
Expanding Media Presence
Olko’s primary objective includes enhancing Geoffrey’s visibility. The mascot has gained 1.1 million followers on TikTok. Future plans involve securing a presence in the Macy’s Thanksgiving Day Parade in New York City.
Additionally, Toys “R” Us is revamping its media strategy with content such as the YouTube series “Geoffrey Vision.” A collaboration with Nickelodeon aims to convert “Geoffrey’s World Tour” into an interactive game show.
Innovative Use of AI
Olko also discussed the company’s integration of AI technology. They partnered with OpenAI to create a brand film, which sparked dialogues about the role of AI in content creation. While acknowledging the potential of AI, she insisted that Toys “R” Us Studios would not pivot to becoming solely an AI-driven entity.
As they forge ahead, Toys “R” Us Studios is committed to balancing tradition with contemporary marketing strategies, ensuring the cherished brand remains relevant in the fast-evolving retail landscape.
