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TOYS 'R' US BRAND STRATEGY BOOK


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01 BACKGROUND Brand History Timeline

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Charles Lazarus, founder of Toys ‘R’ Us

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TOYS 'R' US Inside the Rise and Fall of Toys 'R' Us

Charles Lazarus, founder of Toys ‘R’ Us, began his career in retailing in 1948. With $2,000 in savings and a $2,000 loan, he converted his father’s Washington, D.C., bicycle repair shop into a children’s furniture store. Eventually he added toys at the request of customers, and soon renamed the store Children’s Supermart. In April 1948, Charles P. Lazarus founded the a baby-furniture retailer Children’s Supermart in Washington, D.C., during the post-war baby boom. The focus of the store changed in June 1957, and the first Toys 'R' Us, dedicated exclusively to toys rather than furniture, was opened by Lazarus in Rockville. Lazarus also designed and stylized the Toys “R” Us logo, which featured a backwards “R” to give the impression that a child wrote it. The original Toys “R” Us store design from 1969 to 1989 consisted of vertical rainbow stripes and a brown roof with a front entrance and side exit. In September 2017, Toys "R" Us files for Chapter 11 bankruptcy, relieving the company of a $5.2 billion deb.

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TIMELINE

First Toys R Us Store

International Store Toys“R�Us opens its first international stores in Canada and Singapore

Baby Furniture Store

Toys R Us is public

Charles Lazarus opens a baby furniture store in Washington, D.C., just as the Baby Boom begins.

Toys R Us becomes a public company, trading on the New York Stock Exchange, and is headquartered in Paramus.

Interstate Stores Inc. buys Toys R Us Lazarus sells Toys R Us stores to Interstate Stores Inc., but he continues to manage the chain.

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Pop-Up Stores Introduces express pop-up stores, obtains rights to operate FAO Schwarz, acquires eToys.com and Toys.com.

Babys R Us first store The first Babies "R" Us store opened in April 1996 in Westbury, New York. The store operates as a specialty baby products retailer and has grown to about 260 stores in the United States

Toys R Us Bankruptcy

Toys R Us and Amazon

In March 2018, Toys “R� Us announced that it was liquidating all of its U.S. stores as part of its bankruptcy process, which began September 2017.

Signs partnership deal with Amazon.com. New CEO, president: John Eyler

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02 COMPETITORS Direct Competitors Ancillary Competitors Future Competitors

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DIRECT COMPETITORS

Amazon is a multinational technology company

Walmart is an American multinational retail corpora-

focusing in e-commerce. Amazon is a direct

tion that operates a chain of hypermarkets, discount

competitor as they sell all kids products and toys.

department stores, and grocery stores.

Buy Buy Baby, Inc. is an American chain of stores that

eBay is an American multinational e-commerce

sell clothing, strollers and other items for use with

corporation that facilitates consumer-to-consumer and

infants and young children

business-to-consumer sales through its website.

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Target offers high-quality, on-trend merchandise at

Build-A-Bear Workshop, Inc. is an American retailer

discounted prices in clean, spacious, guest-friendly

headquartered in Overland, Missouri, that sells teddy

stores and through e-commerce.

bears and other stuffed animals.

The Disney Store is an international chain of specialty

VTech is a Hong Kong-based global supplier of

stores selling only Disney related items, many of them

electronic learning products from infancy to preschool

exclusive, under its own name and Disney Outlet.

and the world's largest manufacturer of cordless phones.

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ANCILLARY COMPETITORS

Carter's, Inc. is a major American designer and

Chicco is an Italian manufacturer of children's

marketer of children's apparel, toys and accessories.

clothing and toys with retail outlets worldwide.

Pottery Barn Kids offers kids & baby furniture,

Kmart Corporation is an American big box

bedding and toys designed to delight and inspire.

department store chain.

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Sears, Roebuck and Company, colloquially known

LeapFrog Enterprises Inc is an educational

as Sears, is an American chain of department stores

entertainment and electronics company based in

founded by Richard Warren Sears and Alvah Curtis

Emeryville, California. LeapFrog designs, develops,

Roebuck in 1893, reincorporated by Richard Sears

and markets technology-based learning products.

and new partner Julius Rosenwald in 1906.

J. C. Penney Company, Inc. is an American

Hasbro, Inc. is an American multinational toy and

department store chain with 864 locations in 49

board game company. It is the largest toy maker in

U.S. states and Puerto Rico

the world in terms of stock market value, and third largest with revenues of approximately $5.12 billion

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FUTURE COMPETITORS

Universal Parks & Resorts, also known as

Apple Inc. is an American multinational

Universal Studios Theme Parks or solely Universal

technology company headquartered in Cupertino,

Theme Parks, is the theme park subsidiary of

California, that designs, develops, and sells

NBCUniversal, which is owned by Comcast.

consumer electronics, computer software, and online services.

At the recently opened FoodInk pop-up in

The PlayStation 4 (PS4) is an eighth-generation

London, the furniture, utensils, and food are all

home video game console developed by Sony

3-D-printed.

Interactive Entertainment.

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Walt Disney World Company ownes

The California Academy of Sciences is a research

Disney hotels.

institute and natural history museum in San Francisco, California, that is among the largest museums of natural history in the world, housing over 26 million specimens.

Legoland California is a theme park, miniature

The Exploratorium is a museum in San Francisco

park, and aquarium located in Carlsbad, California,

that allows visitors to explore the world through

based on the Lego toy brand. Opening on March

science, art, and human perception. Its mission is to

20, 1999, it was the third Legoland park to open, and

create inquiry-based experiences that transform

the first outside Europe.

learning worldwide.

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03 REPOSITION Brand Soul New Mission Statement Repositioning Statement Audience Profile

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BRAND SOUL

BRING INNOVATIVE JOY AND PLEASURE TO THE NEXT GENERATION.

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MISSION STATEMENT To fulfill the next generation's fantasies and emotions by presenting innovative toys in fun and educational environments. We inspire the brighter imaginations and creativity.


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BRAND REPOSITION At Toys R Us, we devote to encourage children to inspire their imagination and creativity through educational and fun toys. We used to offer toys, but we are now broadening our mission is to provide innovative, fun and educational toys, robots and environments. We want to empower children creativity and imagination. The new Toys R Us will offer a virtual theme park, programmable personal robots and a science, art and human perception museum. We will still be here to empower children`s imagination, to create for children educational, fun and explorative experience where they can play and push their ideas and imagination forward.

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MOVING THE WORLD FORWARD TOGETHER

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TARGET AUDIENCE Toys 'R' Us brand's target audience is children, parents, grandparents and people who like toys and other innovative devices.

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PERSONAS

STAY AT HOME MOM Rachel Age: 40 Income: 250K Marital Status: Married Location: New York, NY Rachel is the stay at home mom. She and her husband have two children, Mia 7 and Max 5 years old. Rachel and her children love to find new educational toys and places where they can play and explore. They like to visit museums, purchase innovative and educational toys.

Goals Her goal is to find toys that would be long lasting and good quality. She wants her children to know the latest trendy toys and learn more from them.

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MARKETING CONSULTANT Nicole Age: 38 Income: 160K Marital Status: Single Location: San Francisco, CA Nicole is a part-time marketing consultant in San Francisco. She has two children, Tommy 8 and Maria 6 years old. She likes to meet up with other moms in the neighborhood for coffee when she has time. She loves playing with her kids more than anything else. Nicole tries to spend as much time as possible before the children`s bedtime.

Goals To find innovative and educational toys to keep her kids occupied without letting them watch TV. To find a robot for kids that is high-quality and long-lasting.

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PERSONAS

GAMER TEENAGER Brandi Age: 14 Income: 280K household Marital Status: Single Location: Boston, MA Brandi is a high school student in Boston. She has a brother Tyler 12 years old. Brandi and Tyler like to play video games online. Brandi likes to play with her friends in an online environment where they can chat and talk. Usually, she does not want to purchase games as they are not cheap.

Goals She wants to play with her friends and Tyler online video games and does not spend a lot of money.

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GRANDMOTHER Jenny Age: 63 Income: 160K Marital Status: Married Location: Cleveland, OH Jenny is a grandmother of a 9 year-old budding magician. She as a teacher knows how important to educate kids from a young age and how important to have the right "tools" for this. Since her grandson lived in a different city, she wants to have a chance to spend more time with him and buy educational-smart toys. She and her family like to visit toy stores that offer modern and educational toys for children.

Goals To find innovative and educational toys to keep her kids occupied without letting them watch TV. To find a robot for kids that is high-quality and long-lasting.

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PERSONAS

BUSINESSMAN Jack Age: 43 Income: 270K Marital Status: Married Location: Dallas, TX Jack is married to Jen, they have one kid. Both of them are busy professionals from Dallas. On weekends he takes his son to parks to play, and to museums to explore and learn. He prefers educational and creative activities for his son.

Goals Jack would like to enrich his son with different experiences. He wants to help his son to be free, make his own toy choices, explore and be a smart kid.

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FINANCIAL PLANNER John Age: 48 Income: 320K Marital Status: Married Location: Los Angeles, CA John works at a prominent finance company, works from home on Fridays. He has three children, Amanda 12, Margo 9 and Lily 5 years old. Their big family loves to spend time together on the weekend. They usually go to museums, bookstores and toys stores.

Goals Teaches kids about the importance of education and creativity that they could get from innovative toys. He wants kids playing with educational toys.

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04 VISUAL INSPIRATION Brand Grids Keywords Pin Boards

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BRAND GRIDS

PREVIOUS BRAND GRID

Toys 'R' Us

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PREFERRED BRAND GRID

Toys 'R' Us

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KEYWORDS

INNOVATIVE DISCOVERY COLORFUL

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FUTURE BRAND KEYWORDS These keywords will help to new Toys 'R' Us brand convey the visual message to the target audience.

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KEYWORDS

INNOVATIVE

PULLS Clean Minimalistic Geometric Lines Balance

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COLORS

PIN BOARD keyword-innovative

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KEYWORDS

DISCOVER

PULLS Colorful Vivid Waves Crafting Circles

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COLORS

PIN BOARD keyword-discover

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KEYWORDS

COLORFUL

PULLS Bold Contrast Balance Hierarchy Structure

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COLORS

PIN BOARD keyword-colorful

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05 LOGO DEVELOPMENT Logo Sketches Refined Sketches Computer Drafts

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SKETCHES

ICONIC / INDEXICAL / SYMBOLIC

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SKETCHES

EMBLEMS AND PICTORIALS EMBLEMS AND PICTORIALS

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Brand Strategy Brand Strategy Book

SYMBOLIC AND ABSTRACT MARKS SYMBOLIC AND ABSTRACT MARKS

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SKETCHES

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COMBINATIONS COMBINATIONS

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SKETCHES

KEYWORDS AND PULLS KEYWORDS AND PULLS

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KEYWORDS AND PULLS

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SKETCHES

BEST BESTIDEAS IDEAS

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BEST IDEAS

FINAL THREE LOGO IDEAS

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SKETCHES TIGHT SKETCHES. OPTION 1

TIGHT SKETCHES, OPTION 1

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Brand Strategy Brand Strategy Book

COMPUTER DRAFTS, OPTION 1

COMPUTER DRAFTS. OPTION 1

Black and white 1

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TOYS R U S TOYS R U S

TOYS R US

TOYS R US

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TOYS R US 10

TOYS R US

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TIGHT SKETCHES. OPTION 2 SKETCHES

TIGHT SKETCHES. OPTION 2

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Brand Strategy Brand Strategy Book

COMPUTER DRAFTS. OPTION 2

COMPUTER DRAFTS, OPTION 2 Black and white

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SKETCHES TIGHT SKETCHES. OPTION 3 TIGHT SKETCHES, OPTION 3 TIGHT SKETCHES. OPTION 3

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Brand Strategy Brand Strategy Book

COMPUTER OPTION 3 COMPUTERDRAFTS, DRAFTS. OPTION 3

Black and white

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Colored

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F I N A L C H O S E N LO G O S

SKETCHES

FINAL CHOSEN LOGO

Toys R us

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LO G O D E V E LO PM E N T

+ Toys R us

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Toys R us

LOGO DEVELOPMENT

Toys R us

D E V E LO PM E N T

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=

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06 GUIDELINES The Main Logo Unauthorized Uses Color Palette Typography Business System

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THE MAIN LOGO

VERTICAL LOGO

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HORIZONTAL LOGO

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GUIDELINES

CONSTRUCTION

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CLEAR SPACE

Spacing

The spacing has been designed to create an open space around the logo. To ensure clarity, it is important that other elements do not enter the clear space zone. The clear zone is based on the caps height of the logotype. To maintain a strong brand image it is important that the logos are always applied consistently and never manipulated or distorted. 69


GUIDELINES

SIZING

Minimum printed size

To make sure that the printed logo is always clear and legible, the minimum size requirement is 1.5 in. Minimum screen size

To make sure that the logo on the screen is always clear and legible, the minimum size requirement is 60 px. 70

1.5 in

1.5 in


ALTERNATIVE SIGNATURES

Alternative Horizontal Mark

Alternative Mark

The Alternative Mark

The different versions of Toys 'R' Us brand's marks are horizontal and an icon marks. Alternative logos are the variations of Toys 'R' Us main logo and it can be used horizontal or as an icon. 71


GUIDELINES

ALTERNATIVE LOGOS

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Primary Logo Variations

The logo can be published in four primary variations. 1. The color version on white background 2. The color version on dark blue or purple background 3. The solid color logo on a dark background 4. The solid color logo on a white or light background. The color of the symbol and logotype must be identical 72


Secondary Logo Variations Our logo or background color maybe any color within the Toys R Us color palette. Contrast is important-use the main logo on white or solid backgrounds.

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GUIDELINES

UNAUTHORIZED USES

DO NOT distort, stretch or alter the logo in

DO NOT add shadow, bevels or other effects

any way

DO NOT add transparency effect to the logo

DO NOT rotate the logo

DO NOT outline

DO NOT change the colors

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DO NOT use gradient with the logo

DO NOT stack the logo

BRING INNOVATIVE JOY

DO NOT place the logo over colors other than specified

DO NOT create your own logo version

The Brandmark Usage

DO NOT apply gradient

The Toys 'R' Us logo must not be changed in any way. Changing of the mark or incorrect placement can upset uniformity of the corporate identity and affect the corporate structure of the business.

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BRAND COLORS

Color palette

The Toys R Us brand is underpinned with a unique color palette to help set us apart from our competitors. Panotes should always be used for printing.

PMS: 7466 U RGB: 12 108 198 CYMK: 73 5 22 0 Hex Code: #0CB4C6 76


PMS: 3426 U RGB: 243 169 41 CYMK: 3 37 96 0 Hex Code: #f3a929

PMS: 4578 RGB: 215 104 94 CYMK: 12 72 61 1 Hex Code: #D7685E

PMS: 9466 U RGB: 138 115 181 CYMK: 51 60 0 0 Hex Code: #8A73B5

PMS: white RGB: 255 255 255 CYMK: 0 0 0 0 Hex Code: #ffffff

PMS: black RGB: 0 0 0 CYMK: 75 68 67 90 Hex Code: #00000

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T YPOGRAPHY

BC Alphapipe Regular

BC Alphapipe SemiBold Typeface BC Alphapipe Regular and Semibold are our corporate typeface and should be used in all instances where typography is required. It is a modern typeface that complements the Toys R Us brand's logo We use two weight of BC Alphapipe : Regular and Semibold. 78


a b cd e fg h i j klmnopqrs tu v w x y z

ABCDEFGHIJ KL MNOPQRS TUVW XYZ

0 1 2 3 4 5 6 7 8 9/ ? ! # % & ( ) - = +

a b c d e fg h i j klmnopqrs tu v w x y z

ABCDEFGHIJ KLMNOPQRS TUVWXYZ

0 1 2 3 4 5 6 7 8 9/ ? ! # % & ( ) - = +

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07 BRAND APPLICATIONS Business Stationary Bag Box T shirt

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BRAND APPLICATIONS

BUSINESS STATIONERY

1234 New Street, Unit 1 San Francisco, CA, 91292 Phone: (123) 333 45 67 Fax: (123) 333 45 67 info@innovativejoy.com www.innovativejoy.com

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JOHN LEE

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Manager

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Phone: (123) 333 45 67 1234 New Street, Unit 1 San Francisco, CA, 91292

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www.innovative-joy.com

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eseque exces dollit vitiatusa coreheni cum aut perum volupiet et omniet fuga. Ut vitasit ullupti onseque num voles doluptatur? Nient laccullamus exeruntione ipicto to omniminis evelit exceria erovide niatur aribusa nihillacient lant la coreium volupta turepudam, te odit quiatus nimi, od mincturepuda consecte rehenis eossimi nimpor sitetur estenih icidende sume list is nonsedi tatur? Quibus ad et, quia consed. Nient laccullamus exeruntione ipicto to omniminis evelit exceria erovide niatur aribusa nihillacient lant la coreium volupta turepudam, te odit quiatus nimi, od mincturepuda consecte rehenis eossimi nimpor sitetur estenih icidende sume list is nonsedi tatur? Quibus ad et, quia consed. Thank you for your time and consideration. Sincerely,

Diyora Said

John Lee 1234 New Street, apt 122 San Francisco, CA, 91292

Toys ‘R’ Us Headquaters 1234 New Street, Unit 1 San Francisco, CA, 91292

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j.lee@toysrus.com


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BRAND APPLICATIONS

ID BADGE

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T SHIRTS

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BRAND APPLICATIONS

SHIPPING BOX

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SHOPPING BAG

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BRAND APPLICATIONS

MOBILE APPLICATION

Toys 'R' Us Mobile App

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BILLBOARD

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08 BRAND EXTENSIONS Virtual Reality Games Smart Watch Humanoid Robot

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BRAND EXTENSIONS

VIRTUAL REALIT Y GAMES

VR Set

The Toys R Us brand's VR glasses for children and adults.

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VR Set Ad

The Toys R Us brand's VR glasses advertisement billboard.

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SMART WATCH

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Smart Watch

The Toys R Us brand's Smart Watches in two colors. 95


SMART HUMANOID ROBOT TOY

Robot

The Toys R Us brand's smart and intelligent robot that can talk, sing, dance.

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TOYS 'R' REBRANDING 2019 Designer: Diyora Saidmuradova MA Graphic Design Instructor: Thomas McNulty GR 604 Nature of Identiry Spring 2019 Academy of Art University

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Toys 'R' Us Brand Strategy Book  

Toys 'R' Us Brand Strategy Book