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

Primary Dinner at the Kohuts Mrs. O’Malley’s 2nd grade class Moms and Dads across Virginia SECONDARY Syndicated Research Online Research SIC Industry Descriptions RESEARCH

Primary

Dinner at the Kohuts

Mrs. O’Malley’s 2nd grade class

Moms and Dads across Virginia

SECONDARY

Syndicated Research

Online Research

SIC Industry Descriptions

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

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

WHAT WE are up against

The effects on the toy category WHAT WE are up against

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

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

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

Children: Express their feelings more appropriately Feel more secure and trust their parents more Have higher self-esteem and increased self confidence Parents: Learn new skills for encouraging child cooperation Enjoy playing with their children and give them positive attention Increase their listening skills Toys “R” Us can help parents and children to form closer and happier relationships. HOW IT HELPS Filial play therapy

Parents:

Learn new skills for encouraging child cooperation

Enjoy playing with their children and give them positive attention

Increase their listening skills

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.

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.

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.

BRAND PILLARS Our Brand Strategy KNOWLEDGE UNDERSTANDING EXPERTISE

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

Trying to balance a work and home life Missing out on opportunities to bond Enhanced value placed on time spent with kids Treasure their childhood memories Our TARGET Parental Role Models

Enhanced value placed

on time spent with kids

Treasure their

childhood memories

THE TRIP ALMOST THERE! THE RELATIONSHIP +

The trip for two!

Objective: To reach our target during their trip(s) Toys “R” Us aisles In-store labels Checkout materials Direct Mail Interactive Games Radio Television Creative Touchpoints

Toys “R” Us aisles

In-store labels

Checkout materials

Direct Mail

Interactive Games

Radio

Television

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

TOY AISLES in Grocery stores

TOYS " R " US AISLES in grocery stores

IN-STORE LABELS

Checkout materials

Checkout materials

Checkout materials

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

Direct mail

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

Interactive games

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

Radio Spot: “Superstore”

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

TV SPOT 1

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

:: nods ::

Also, we’re out of milk.

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

Ok.

(from the front): And no dilly dallying.

Toy shopping should never be like this.

the TRIP FOR TWO

TV SPOT 2

:: slurp ::

The red one… No, with the jet pack.

:: tosses credit card on table ::

:: click. click. click. ::

Toy shopping should never be like this.

the TRIP FOR TWO

TV SPOT 3

:: sigh ::

:: sigh ::

Toy shopping should never be like this.

the TRIP FOR TWO

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

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

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

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

the TRIP for two