-By Adweek Staff

BOSTON J&R Music and Computer World has chosen Toy in New York as the first advertising agency in the retailer's 37-year history.

The client spent about $25 million in measured media last year and nearly $10 million through the first five months of 2008, per Nielsen Monitor-Plus.

The independent agency prevailed following a review and in late fall will launch a campaign that will include TV, print, radio, events, digital and in-store promotions. The budget was not disclosed.

Rachelle Friedman, co-chief executive of J&R, said: "We have worked hard to build a J&R brand that represents quality, the latest technology offerings and award-winning customer service. The goal of this branding assignment will be to broaden our message among new audiences in a rapidly-changing retail environment."

J&R operates a consumer-electronics and music "megastore" on New York's Park Row with more than 300,000 square feet of retail space and over 400,000 products. There's also a J&R Express in Herald Square.

Said Anne Bologna, CEO of Toy: "Its history is an unconventional one, and we look forward to being a part of J&R's equally pioneering future, helping to further shape the brand as it continues its remarkable growth. It is wonderful to have a client that has such a rich brand story to tell and isn't afraid to differentiate itself based on that."

Toy launched in 2005, founded by former managers from Fallon in New York. Its clients include OfficeMax, Google, YouTube and Macy's, among others.