“Same magic, new method.” That’s how Kim Miller Olko, Global CMO and President of Toys“R”Us Studios, describes her strategy for evolving one of the world’s most recognizable retail brands into an entertainment powerhouse.
Building on a Legacy of Joy
“Since Charles Lazarus founded Toys“R”Us, the brand has evoked powerful emotions in children and families everywhere,” Miller Olko says. “It represents the fantasy of having every toy at your fingertips, choosing the ones that spark the most joy.” That emotional foundation, she argues, gives Toys“R”Us a unique advantage as it expands from store aisles into story worlds.
At the heart of this expansion is Geoffrey the Giraffe, the brand’s iconic mascot. “Geoffrey isn’t just a mascot; he’s a cultural character around the globe,” she notes. He is now central to live experiences, digital storytelling, and could seamlessly expand into TV, film, or collaborations with other characters. Geoffrey is just as likely to appear in the Macy’s Thanksgiving Day Parade or on stage alongside Blue Man Group as he is on TikTok, bringing the brand to new audiences in fresh ways. “He’s more relatable and dynamic than ever.“
Balancing Heritage and Innovation
But building entertainment IP on such a nostalgic base requires balance. “We acquire and grow brands because of the equity they hold in consumers’ minds, but we evolve them to meet audiences where they are today,” Miller Olko explains.
One example is the modernization of the classic Toys“R”Us jingle, updated for contemporary families. “We embrace a digital, screen-first culture, staying on top of trends and listening to how customers want to engage with us,” Miller Olko explains. Building on this, the brand has recently demonstrated its innovative approach with a branded video that went viral worldwide: the Toys”R”Us origin story created with OpenAI’s SORA tool. “That balance of heritage and innovation keeps the brand fresh and relevant,” she adds.
Beyond Marketing: A Circular Strategy
For Toys“R”Us, branded entertainment is far more than a marketing tactic. “Entertainment isn’t just a marketing tool – it’s part of a circular strategy where each element feeds into the other,” Miller Olko says. The goal is to create content that stands on its own, not simply to drive sales. “Consumers are incredibly sensitive to content that blurs the line between marketing and storytelling. Our goal is to create entertainment that delivers joy and resonates emotionally, with the “halo effect” ultimately strengthening the brand.”
That also means measuring success differently. Beyond retail numbers, Toys“R”Us looks at engagement, cultural relevance, and the ability to build IP that audiences genuinely embrace. It’s about embedding the brand into culture in ways that last.
Partnering for Global Impact
Partnerships are key to this approach. “We look for partners who understand the Toys“R”Us and Geoffrey DNA beyond retail – those who share our vision of delivering joy, excitement, and discovery,” Miller Olko explains. It’s about working with creatives who recognize Geoffrey’s potential as a character who can live far beyond the toy aisle.
To achieve this, Toys“R”Us often adopts a co-production model. “Toys“R”Us Studios develops alongside production partners and then brings projects to market,” she says. This ensures projects feel authentic to the brand while tapping into external creative expertise. Whether through live experiences, digital storytelling, or screen-first projects, the goal is to create content that resonates globally while staying true to the joy at the core of Toys“R”Us.
Looking Ahead
Looking ahead, Miller Olko believes retail brands will become increasingly important players in the entertainment space. “Storytelling remains one of the most powerful ways to sustain brand health, and retail brands with emotional equity have a unique advantage in bringing those stories to life,” she says.
And for those attending MIPJUNIOR and MIPCOM, Miller Olko leaves a teaser: “We’re continuing to develop movies and television, while also exploring more experiential formats that blend entertainment and retail in new ways. Expect to see Toys“R”Us expand into spaces that surprise and delight families around the world.”
