Once upon a time, Toys R Us pioneered Big Box retail, but then lost its number-one toy status to Wal-Mart and Target. While working at Carmichael Lynch Thorburn, our goal was to help Toys R Us reclaim its leadership as the world's toy authority. We did this by giving meaning to its three core brand equities: The R, The Star, and Geoffrey The Giraffe. Defining these elements and their roles provided a strong foundation to create the new identity system and brand communications platform.
