Toys 'R' Us Launches Major Branding Campaign - Commercials Signal More than 400 Stores in Chain Redesigned

PARAMUS, N.J./PRNewswire/ -- Toys "R" Us, the name synonymous with kids and fun for more than 40 years, today announced the launch of a major branding campaign for the first time in more than a decade. The 60-second spot broke on ABC's "Wonderful World of Disney" on Sunday, October 14 and speaks to the major redesign of more than half the chain's stores. The campaign was created by Leo Burnett USA.

"For the past 18 months we've been rebuilding our business to provide our customers with stores that are easier to navigate and feature exclusive products that they can't get anywhere else combined with a superior shopping experience that's second to none," said John Eyler, Chairman and CEO of Toys "R" Us, Inc. "Now, with about 60% of the chain in the new store formats -- the balance will be ready by holiday 2002 -- we're ready to tell the world about what's been going on at Toys "R" Us through our new branding campaign."

Campaign Features an Old Favorite with a New Attitude
Geoffrey, the Toys "R" Us mascot for more than 35 years, stars in the new campaign, but like the stores, he's been transformed. More than 16 feet tall and operated by four master puppeteers, the new Geoffrey was created by the master of movie creatures, Stan Winston. The animatronic Geoffrey talks and has more points of motion than any other creature Winston has created, including the dinosaurs of "Jurassic Park." Geoffrey also features the voice of Jim Hanks, who played the role of Woody in "Buzz Lightyear of Star Command: The Adventure Begins" and is the brother of actor Tom Hanks.

"Geoffrey is a perfect representative of the new spirit of Toys "R" Us. He's fun, intelligent, trustworthy and simply somebody kids and adults alike would love to be with. He is an icon that kids love and parents trust," said Warren Kornblum, Executive Vice President Worldwide Marketing and Brand Management. "When we looked at introducing our guests to all the changes that have been underway in our stores, we felt strongly that we needed to update our brand identity to go along with the new store experience. Toys "R" Us is a highly recognizable global brand and our commercials convey the excitement that our guests will find at Toys "R" Us."

COMMERCIAL HIGHLIGHTS
The new campaign reflects many of the in-store changes, with Geoffrey as the "spokesgiraffe." In the series of commercials, Geoffrey works with store employees on toy training, he tells customers what products are hot for the holidays and he even gives tours of the store and plays with toys.

"We were thrilled to partner with Toys "R" Us to bring Geoffrey to life in a relevant, memorable way. He is a great brand icon for the world's biggest and best toy store, appealing to parents and kids alike," said Cheryl Berman, chairman and creative