Project completed during Graduate school in 2007.

3. We re going to , !

4. Getting in the Car Research Findings The Brand Strategy The Communication Strategy Creative Executions Measurements

6. THERE IS A DISCONNECT with what kids ARE playing with and what parents THINK their kids are playing with. WHAT WE FOUND OUT 26% of parents guessed when trying to decide on the right toy to buy their child

7. Toys “R” Us is no longer the DESTINATION STORE it once was. “ I typically don’t go looking for toys, but the other way around. I might be out at the store and see a toy to buy.” 26% of toy shopping exists in an array of other errands WHAT WE FOUND OUT

8. WHAT WE are up against

9. The effects on the toy category WHAT WE are up against

10. REPOSITION. Stand for something that superstores cannot stand for. How to rise again THE ACT OF TOY SHOPPING

11. Toys “R” Us will embrace the principles of FILIAL PLAY THERAPY Our Brand Strategy To focus on the development of the parent/child relationship.

12. A form of child-centered play therapy that involves the parents or caretakers directly as the agents of therapeutic change Definition: Filial play therapy

14. CONSUMER INSIGHT Our Brand Strategy For a parent, there is nothing more rewarding than bonding with their child. It seems this doesn’t happen enough.

15. BRAND PLATFORM CONSUMER INSIGHT Our Brand Strategy Toy shopping provides an opportunity for bonding time. Parents have the power to make that happen. For a parent, there is nothing more rewarding than bonding with their child. It seems this doesn’t happen enough.

16. BRAND POSITION BRAND PLATFORM CONSUMER INSIGHT Our Brand Strategy Where parents can share the trip that’s as rewarding as the toy. Toy shopping provides an opportunity for bonding time. Parents have the power to make that happen. For a parent, there is nothing more rewarding than bonding with their child. It seems this doesn’t happen enough.

17. BRAND PILLARS Our Brand Strategy KNOWLEDGE UNDERSTANDING EXPERTISE

18. Our TARGET Parental Role Models Anyone important to a child Parents, grandparents, siblings, etc.

20. THE TRIP ALMOST THERE! THE RELATIONSHIP +

21. The trip for two!

23. IN & OUT OF STORE CHANGES Rationale: To create an environment that caters to relationship-building Message Focus: To deliver on the promise Media Vehicle 1

24. TOY AISLES in Grocery stores

25. TOYS " R " US AISLES in grocery stores

26. IN-STORE LABELS

27. Checkout materials

28. Checkout materials

29. Checkout materials

30. DIRECT MAIL Rationale: To reach our target at home Message Focus: To encourage parents to play with their children Media Vehicle 2

31. Direct mail

32. INTERACTIVE GAMES Rationale: To capitalize on the significant time our target spends online Message Focus: To encourage parents to play with their children Media Vehicle 3

33. Interactive games

34. RADIO Rationale: To capitalize on the significant time our target spends listening to the radio, most often while driving. Message Focus: To emphasize our position: To share in the trip that’s as exciting as the toy. Media Vehicle 4

35. Radio Spot: “Superstore”

36. TELEVISION Rationale: To capture the attention of our target, who spends an average of 12 hours a week watching TV. Message Focus: To encourage making toy shopping more special. Media Vehicle 5

37. TV SPOT 1

40. Ok, I want the Bob the Builder, the crane one, with the logs.

41. :: nods ::

42. Also, we’re out of milk.

43. Here’s a twenty, that should be more than enough. I want change and a receipt.

44. Ok.

45. (from the front): And no dilly dallying.

46. Toy shopping should never be like this.

48. the TRIP FOR TWO

49. TV SPOT 2

51. :: slurp ::

52. The red one… No, with the jet pack.

53. :: tosses credit card on table ::

55. :: click. click. click. ::

57. Toy shopping should never be like this.

59. the TRIP FOR TWO

60. TV SPOT 3

62. :: sigh ::

69. :: sigh ::

70. Toy shopping should never be like this.

72. the TRIP FOR TWO

73. Close underperforming stores Remove non-toy products from stores Introduce a valued customer card Revamp employee training Additional ideas

74. Communicate mantra of Filial Play Therapy: Increased attention to parent/child relationships Additional training in: Toy knowledge to make appropriate suggestions Employee Training

75. Scheduled rollout: 1-6 months Close stores, remove non-toy products 6-8 months Train employees, implement store aisles 8-12 months Introduce campaign elements Process

76. Expected increases in : In-store traffic Return visits Car flags distributed Direct mail response rates Website traffic Measurement

77. the TRIP for two