The Store's the Star

Toys R Us (Paramus, N.J.) has announced the launching of a new “branding” ad campaign that will focus on the redesign of more than half its stores.

The company says it's its first major branding campaign in more than a decade. The first 60-second spot appeared during ABC's “Wonderful World of Disney” on Sunday, October 14.

“For the past 18 months, we've been rebuilding our business to provide our customers with stores that are easier to navigate . . . [for] a superior shopping experience that's second to none,” said John Eyler, chairman and ceo. “Now, with about 60 percent 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.”

Even Geoffrey, the retailer's giraffe mascot for more than 35 years, has been transformed. He's now an animatronic more than 16 feet tall and operated by four master puppeteers. He talks and has more points of motion than any other creature created by Stan Winston, who fashioned the dinosaurs of “Jurassic Park.”

The new campaign reflects many of the in-store changes, talks about toy training the store employees have received and includes tours of the store.