Description

For this project, I created an advertising campaign around the toy store, Toys R Us. Toys R Us was very popular for a long time until it filed for bankruptcy in 2017. However, in 2021, it began to resurface in malls and joined forces with Macy’s. Toys R Us is very nostalgic for a lot of adults who went to Toys R Us when they were kids. It is also something that this newer generation hasn’t experienced yet. Once I did the designs, I contextualized them onto various media channels.

Challenge

Encourage the intended target audience to shop at Toys R Us again, while also making it fun and youthful, which is what playing is all about.

Solution

Since Toys R Us is known for having a variety of toys, I decided to showcase different toys throughout my designs. I used older and newer toys to appeal to a wider range of ages. To create nostalgia with my designs, I included Geoffrey the Giraffe, who is the mascot for Toys R Us, to make him look like he was interacting with the scenes. I made sure the backgrounds fit the feel of the specific toys I showcased. As for the type, I decided to make it look like the logo and the supporting type where on wooden signs on the side of the road. As for the type, I made the tagline and supporting type in reference to how playing is about using your imagination and telling a story.