Let’s play again
Toys “R” Us embarked on a new stage in Spain in 2018. The challenge was to maintain its leading position in the toys sector, following an international crisis that led it to close its main markets.
At the time, the brand opted to transform its proposition, turning its stores into game and experience spaces for younger children and their families.
This entailed a twofold communication challenge. In corporate terms, the aim was to generate a positive perception as to the plans for the future. Toys “R” Us once again became a flagship name, with the media appreciating the brand’s continuation in Spain. As for the stores, the communication needed to provide support and achieve visibility for the actions being undertaken.
We also used social media and online channels to discover new toys and activate influence marketing initiatives with related brand ambassadors, including Eva González, who joined in with the summer campaign.