Toys “R” Us Launch
- Toys "R" Us
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The new Vivocity Toys”R”Us served as Asia’s flagship which guaranteed a new way to play, pivoting away from being a traditional toy store for kids to one that caters to both the young and the young at heart – a growing “kidult” audience.
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At Toys”R”Us, you don’t have to grow up.
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Our layered media outreach resonated with Toys”R”Us’ new audience.
We targeted dailies and mainstream media, alongside parenting outlets, and strategically included lifestyle publications to engage the growing “kidult” segment. Replicating this strategy for KOL outreach, we reached out to both parenting KOLs, along with adult toy collectors, sealing the perception of being the best toy store not just for kids, but for everyone.
Event coverage here.
