Toys “R” Us invites Zig over to play

Toys “R” Us wants to play house with it’s new agency of record, Zig, a shop that’s determined to make sure the chain’s in-store communication matches its mass market advertising. Following a review of four agencies, including incumbent Quiller & Blake Advertising, Toys “R” Us chose the Toronto and Chicago-based Zig in July to oversee […]

Toys “R” Us wants to play house with it’s new agency of record, Zig, a shop that’s determined to make sure the chain’s in-store communication matches its mass market advertising.

Following a review of four agencies, including incumbent Quiller & Blake Advertising, Toys “R” Us chose the Toronto and Chicago-based Zig in July to oversee marketing for its main brand and the offshoot Babies “R” Us name.

“They’ve got some terrific retail experience and insight with their work with Ikea and Best Buy. They have a lot of credentials,” said Liz MacDonald, vice-president, marketing and store planning for Toys “R” Us.

Since winning the account, Zig has created some radio advertising, but is focusing on larger-scale brand marketing for 2010. Its key insight is that toys are tools for imagination.

Its relationship with the client has also expanded beyond mass market advertising to include internal and in-store branding. MacDonald says Zig is examining the store’s themed sections, or “worlds,” to maximize consumers’ brand experience.

“We’re looking at the entire store, all departments, making sure the brand positioning we’ve developed comes to life throughout the store,” said Christian Mathieu, Zig’s managing director. “We need to live it at store level, not just in our communications.”

“You’re not going to see Toys “R” Us become a different entity,” MacDonald said, “but I think we’re going to get better than we’ve been.”

Brands Articles

Mona Networks takes mixed-use retail development mobile

New mobile network connects property management, office workers and retailers

Fisher-Price’s first celebrity collaboration

Company partners with Shakira on line of baby toys as well as a web series

Walmart joins ‘Half Your Plate’ campaign

CPMA initiative asks consumers to fill half their plate with fruit and vegetables

P&G splitting off its Duracell business

Battery brand generates about $2 billion a year in sales

Pusateri’s to operate ‘food halls’ in Canadian Saks stores

Retailer to offer specialized sit-down food options and gourmet food products

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda