The campaign, from agency Bcom3 Group's Leo Burnett USA, Chicago, kicked off this week with teaser spots featuring a three-dimensional giraffe. Previously, Toys R Us' ads featured its animated mascot, Geoffrey Giraffe, and his family.
In one commercial, a man standing on a street corner is surprised to see a giraffe go by. The spot then kicks off a new logo for the chain, a single, reversed letter "R," which has been used in its Kids R Us and Babies R Us stores. The ad ends with the words "We're back."
Toys R Us had long been the leading U.S. toy seller, but in 1998 Wal-Mart Stores took the top spot.
Toys R Us has been undergoing an extensive remodeling and an image makeover, moving away from its discount and warehouse look. It has been in the process of rolling out remodeled stores featuring more customer service and areas such as Animal Alley with plush toys and others focused on interactive toys.
Toys R Us also has been developing another element of its brand image, a flagship store in New York's Times Square. The store's opening, however, has been delayed due to the Sept. 11 terror attacks.