The holiday toy wars heat up later this week with the expected launch of a major advertising push by Toys "R'' Us, Paramus, N.J., for online toy sales. The TV effort, from Leo Burnett
USA, Chicago, emphasizes the ease of use of the Web to find toys as well as the benefit of being able to return the toys to the company's regular retail stores. Spending is expected to be less than the $40 million that Consolidated Toys' KBkids.com is placing behind its online effort from agency Goldberg Moser O'Neill, San Francisco.
Copyright November 1999, Crain Communications Inc.