The Ask

Revive the Toys R Us brand.

The Insight

People who once loved Toys R Us are now parents.

The Big Idea

Geoffrey the giraffe has returned.

Let’s see what Geoffrey was up to while we were gone

Welcome to Geoffrey’s Adventure Zones

Galactic Science Station

Climb aboard our spaceship and buckle up for a cosmic adventure! Watch through the windows as we zoom past stars and planets, and get ready to discover the mysteries of space in an out-of-this-world journey!

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The Gamer Zone

Calling all secret agents! Your mission—should you choose to accept it, is to navigate through the laser beams without setting off the alarm. Use your brains and brawn to complete the challenge and prove you’ve got what it takes to be the ultimate gamer!

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Splash Island

Ahoy my daring adventurers! Step aboard my mighty ship, where hidden treasure and ancient sea tales await. Only the bravest explorers can uncover the magical secrets tucked away. Will that be ye?

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Cozy Corner

Let your imagination drift amongst the stars and into a world of fantasy while you cuddle up with stuffed friends. Read a story or simply watch the night sky, lit by the gentle glow of a sleepy moon.

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Art Studio

Step onto a living canvas! Every move you make leaves a mark as the floor lights up, turning your footsteps into a masterpiece. Watch as your creativity comes to life under your feet!

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Enchanted Forest

Enter a world of magic and wonder, where only the true believers can find the hidden fairy house deep within the forest. Search among the trees and discover the enchanting secrets waiting to be revealed.

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Toyland Workshop

Unleash your imagination in Geoffrey’s Toyland Workshop! With endless building blocks, the possibilities are as big as your dreams. Build a towering castle, a soaring spaceship, or anything your heart desires—the adventure is yours to create!

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Logistics store mapping

The store is designed to create 7 separate “adventure zones”, each with their own unique features. Aspects such as lighting, flooring and even scent will be individually chosen for each section and change per zone. Each interactive element will be set towards the back of the zone in order to encourage full exploration.

Geoffrey the Giraffe

“Thank you for bringing me back home! I missed my toys SO much! My big adventure was a whirlwind of fun and magic, but now I’m excited to share my amazing stories and knowledge with all my friends. It’s time to PLAY IT AGAIN!”

Takeaways

Understanding a market and its failures is key to creating real innovation that solves problems.
Toys and Toy stores are not just for children, they bring a sense of happiness and wonder back to adults who revisit them and reflect.
Mixing map design and childish art can be very time consuming, but is very fun!

Team

Sara Cole - XD

Chen Li - AD

Izzy Pinson- AD

Gabe Glassman - CMB

Casey Hall - ST

Diana DeGroot - CW

Context

Oct. 2024 - Nov. 2024

Student assignment

Tools

Procreate, Midjourney, Adobe Firefly, Photoshop