Toys “R” Us is a historical, world-wide, 60 year old toy company. Considered to be the very first “big box” store, TRU is a leader in the juvenile market for providing a wide array products in over 590 of it’s U.S. and 645 of it’s international stores.
However, within today’s marketplace, the TRU brand has lost it’s appeal and focus to most consumers. In printed materials, the logo exposure is weak and the imagery of Geoffrey the giraffe appears awkward in most applications. TRU is looking to evolve, enliven and expand it’s current brand components that include the TRU logo (color, “R”, star elements) and the Geoffrey giraffe imagery.
We created concepts to shape the design and image direction.