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With parent company Toys R Us committed to splitting up the family, Babies R Us has launched a search for a brand consultant to help shape an identity before it becomes indepedently owned.
The retailer, based in Wayne, N.J., last week held chemistry meetings with an undisclosed number of agencies regarding a branding assignment that sources said would include research and some creative work. Though creative is currently handled in-house, the assignment could open the door to media planning and buying chores, sources said.
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