Troubled Toys 'R' Us taps Leo for kid appeal

Cuneo, Alice Z.; Snyder, Beth
May 1999
Advertising Age;5/17/1999, Vol. 70 Issue 21, p28
Trade Publication
The article reports on the selection of Leo Burnett USA to handle the advertising account of Toys "R" Us in 1999. In addition to Burnett and its Starcom USA media unit, Toys "R" Us hired Carlson Marketing Group as relationship-marketing agency and Simon Marketing as its first promotion agency. already, Toys "R" Us has begun to capitalize on the new Star Wars hype by opening its stores at midnight when the first day, Episode I the Phantom Menace" toys went on sale. The new strategy also involved making stores more inviting. By fall, Toys "R" Us will have remodeled some 180 stores into its new C-3 model, highlighted by the "R" Zone electronic and videogame section. That section will be added to an additional 250 stores by the holiday sales season.


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