Geoffrey the Giraffe is going Hollywood.

Toys “R Us is working with Fox Alternative Entertainment to develop an unscripted competition series called Toys “R” Us Family Faceoff.

According to Deadline, Toys “R” Us Studios forged an alliance with Known Originals (Netflix’s Jeen Yuhs: A Kanye Trilogy, Amazon’s McDonald’s All-American Games) and the unscripted arm of Fox Entertainment Studios for the project.

In the series, families will compete within a “larger-than-life” Toys “R” Us store in challenges inspired by new and classic toys and games.

“Play is essential for everyone, no matter their age. It brings joy, fosters connection, and is simply fun,” Kim Miller Olko, President of Toys “R” Us Studios told the trade. “That’s why Toys ‘R’ Us holds a special place in our hearts. This show will capture that magic, offering a nostalgic nod while being fresh, dynamic, and full of surprises.”

UTA brokered the deal on behalf of Toys “R” Us Studios and Known Originals. Miller Olko will serve as executive producer alongside Known’s Brad Roth and Ross Martin.

There is no word yet on timing for the production or on which network or streamer it may land.

The Toys “R” Us comeback story continues in the U.S. with Toys “R” Us departments in every Macy’s store, flagship locations at Mall of America and American Dream, expansion into Navy Exchange stores and airports, and the recent openings of standalone stores created in partnership with Go! Retail Group.