Once Upon a Time...
Play Again
The Ask:
​Revitalize a challenged brand (Toys R Us) through an integrated marketing campaign. This included a Four C's analysis, strategic positioning, a creative campaign, and experiential design, all aimed at repositioning the brand to engage a new generation of customers and overcome current business challenges.
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My Work:
Brand Positioning Leadership, Campaign Strategy Development, Creative Direction & Collaboration, Team Leadership & Coordination
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Team:
Sara Cole (Experience Designer), Diana DeGroot (Copywriter), Casey Hall (Strategist), Chen Li (Art Director), Izzy Pinson (Art Director), Me (Creative Brand Manager)​
The Land of Lost Toys
The Challenge
To revitalize the challenged Toys "R" Us brand. In the years since its decline, online giants like Amazon and big-box stores like Target had taken over the market, reducing the toy-buying experience to a simple, impersonal transaction.
The Insight
This was more than a missed opportunity; it was an invitation. Our analysis showed that connection still matters: 41% of global consumers prefer in-store shopping for the tactile, immersive experiences it offers. The gap left by Toys "R" Us wasn’t just physical—it was emotional.
The Solution: "Play Again"
As Creative Brand Manager, I led the team in developing the "Play Again" Campaign, a bold adventure to reclaim the brand’s legacy.
Our strategy was to transform the store from a warehouse of toys into a destination for play. We repositioned Geoffrey the Giraffe not as a mascot, but as a perennial world-traveler and guide. His "travels" became the creative engine for a new, immersive in-store experience.
Geoffrey’s Great Comeback
The answer to Toys "R" Us’ revival lay in Geoffrey’s suitcase. That suitcase wasn’t a farewell—it was a promise of journeys yet to come. Enter the Play It Again Campaign, a bold adventure to reclaim the brand’s legacy as the ultimate destination for toys and play.
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Geoffrey, the perennial world traveler, becomes the guide for this comeback. His adventures inspire a new generation of explorers while rekindling the magic for parents who grew up with him. Through immersive experiences, Geoffrey invites families to rediscover the joy of play—not just as a pastime, but as a shared journey.
A New Map for the Kingdom
In this reimagined kingdom, each store becomes a destination. Geoffrey’s global travels inspire immersive zones where families can embark on adventures together:
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Enchanted Forest: A magical realm where fairy houses hide among the trees.
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Galactic Science Station: A cosmic escape filled with interstellar discovery.
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Gamer Zone: A laser-filled challenge for aspiring secret agents.
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Art Studio: A living canvas where every step turns into art.
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Every visit is a new chapter in Geoffrey’s travelogue, complete with collectible postcards, interactive storytelling, and opportunities for families to create their own memories. It’s not just shopping—it’s an adventure.
Play Never Gets Old
At its core, the Play Again Campaign isn’t just about toys—it’s about what toys represent: connection, creativity, and the magic of childhood. Play is essential for development, teaching kids skills like problem-solving, communication, and emotional growth. And when parents join in, the magic multiplies, creating moments that last a lifetime.
Toys "R" Us isn’t just a store—it’s a place where the magic of play is reignited for all ages. By making it the premier destination for toys, we’re ensuring that play doesn’t just survive—it thrives.
Happily Ever After? Not Yet.
Toys "R" Us is back, but this is just the beginning of the journey. Through Geoffrey’s adventures and the Play Again Campaign, we’re laying the foundation for a new era of retail magic. The suitcase is open, the map is drawn, and the kingdom is ready to welcome its next chapter of explorers.
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The question now is: are you ready to pack your bags and join Geoffrey on this adventure? Because in the land of Toys "R" Us, play never grows old—it just gets better.​​
Oh, and one more thing—Geoffrey sent over some postcards from his travels, and they’re begging for a splash of color.
Whether it’s the bustling Toyland Workshop, the out-of-this-world Galactic Science Station, or the sun-soaked shores of Splash Island, these pages are your ticket to the magic.
