What the New Toys R Us Branding Was Going to Look Like

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What would the "NEW" Toys R Us have looked like? Well, in one of the "might have beens" of toy industry history, it appears that the noted brand portfolio company, Lippincott, had been working on a redesign for Toys R Us. Unfortunately, the retailer was never able to put it into motion. It is interesting, however, to see how they imagined it and more importantly what the industry can learn from Lippincott's vision. 


According to a Fast Company company article by Mark Wilson, "The doomed Toys “R” Us rebrand that never came to be", It seems that  Lippincott studied the Toys R Us consumer and noted that they were primarily "Parennials", Millenials who are parents. Because of this, it was decided to pursue that cohort's nostalgia as a way to bring them back to the Toys R Us shopping aisle.


Lippincott focused on the "R" and showed Geoffrey the door. Here is how the Fast Company article puts the approach:

"The “R” became something like Hillary Clinton’s brilliantly doomed “H.” It was a changeable logo for any context. One second, the “R” is a fluffy plush animal. The next, it’s a pinewood block. It was also imagined as an animated object that acts like a cuckoo clock or antique nickel bank. The “R” became a CGI toy with a hypnotic appeal–and the DIY, crafty vibe that could appeal to a younger generation of parents.

According to the article, Lippincott was trying to find a way to position Toys R Us as a unique retailer, neither a mass merchandiser nor a specialty retailer. How do you think they did?


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