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In
2001, Toys“R”Us reached new heights in reenergizing its brand. From opening
our flagship store to launching a new advertising campaign featuring an
animatronic Geoffrey the Giraffe, to establishing key alliances and partnerships,
this year was a pivotal year for the “R”Us brand.
The
Toys“R”Us international flagship store in the heart of Times Square, New
York, became the center of the toy universe the moment it opened on November
17, 2001. Combining an incredible assortment of toys and entertainment
attractions, it is both a showplace and the ultimate shopping destination.
It has been called everything from “larger than life,” a “combination
of old-fashioned thrills and technical innovations” to a “unique entertainment
experience for the young and young-at-heart.”
From
a thrilling ride in our 60-foot high Ferris Wheel to the awesome animatronic
T-Rex, our five-ton, roaring dinosaur, guests encounter one exciting attraction
after another. The flagship store will draw guests from around the world
to a vital destination in vibrant Times Square, which already attracts
more than 30 million visitors a year.
The
opening of Toys“R”Us Times Square is the manifestation of the excitement,
determination and vitality of our company and the toy industry. The store
symbolizes the changes that have occurred in Toys“R”Us over the past few
years. In addition to surpassing our sales plans, the responses from guests,
the media and our industry have also exceeded expectations. The flagship
store has generated extensive, worldwide media coverage, including being
named “Retail Store of the Year” by Chain Store Age.
It’s quickly become the prime location for product launches and where
the media go when they need an expert opinion on toys.
After
41 years as a two-dimensional cartoon character, Geoffrey the Giraffe
came to life in a new way in 2001, in a 60-second television commercial
that debuted in October. The new animatronic Geoffrey, created by legendary
movie creature expert Stan Winston, has more points of motion than the
dinosaurs of Jurassic Park and features the distinctive, witty voice of
Jim Hanks, brother of Tom Hanks. As the spokes-animal for the many positive
changes at Toys“R”Us, Geoffrey the Giraffe starred in an entirely new
branding campaign in the top 21 U.S. markets. Consumer awareness of the
advertising jumped more than 20 percent and target audiences responded
favorably to the ads. Toys“R”Us also received the Toy Industry’s award
for the Best Marketing Campaign of the Year. Look for Geoffrey the Giraffe
to play an important role as our resident lovable, wise-cracking toy expert
in 2002 and beyond.
Over
the past few years, Toys“R”Us has strengthened relationships with brand
leaders, major movie studios and intellectual property creators. Promotional
alliances and licensing relationships with other great companies are all
in keeping with our growth strategy of offering exclusive products and
programs that can’t be found elsewhere and further support our brand’s
wonderful heritage.
The
challenge for Toys“R”Us U.S. is to build on early strategic initiative
successes as we complete the transformation of this division in 2002.
We believe that the return on this investment will begin to unfold in
2002 and we are committed to seeing a return to sales and earning growth
in Toys“R”Us U.S. this coming year.
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