- David Gianatasio

BOSTON Toys R Us today said it would take the broadcast creative portion of its ad account in-house.

That work was awarded to Interpublic Group's Hill, Holliday, Connors, Cosmopulos here one year ago following a review. The client spends $85 million annually on ads, per Nielsen Monitor-Plus.

In a statement, the client said: "Toys R Us and Hill, Holliday have mutually agreed to end their agency-client relationship. Going forward, Toys R Us has decided to take advantage of its growing in-house creative and strategic resources to develop its broadcast advertising, but will continue to utilize outside strategic, creative and production resources on an as-needed basis."

A representative at Boston-based Hill, Holliday said no layoffs would result from the client's departure.

The rep declined further comment, but provided this statement from shop CEO Mike Sheehan: "We have nothing but respect and admiration for Toys R Us -- the company, the brand, and most importantly, the people. We're proud of our strategic and creative work on their behalf, but realistic that it's best for each of us to part ways at this point."

Media chores on the business continue to be handled by WPP Group's Mediaedge:cia.

In finale of last year's review for creative duties, Hill, Holliday overcame Omnicom Group's DDB in Chicago and independent The Richards Group in Dallas. Consultancy Select Resources International in Santa Monica, Calif., oversaw the process. The three-year incumbent, WPP's Young & Rubicam in New York, opted not to defend.

The shop's commercials for the client attempted to capture the fun an excitement of kids' playtime adventures in the form of humorously overblown Hollywood cop and submarine scenarios.