Toys R Us: Burnett's Range Is Key

CHICAGO-Leo Burnett’s track record of producing advertising with cross-generational appeal helped it land Toys R Us’ $70 million U.S advertising account, company officials said.
The Chicago agency drew upon its work for Hallmark, Disney and McDonald’s to showcase its ability to appeal to both kids and parents, said Warren Kornblum, the Paramus, N.J., retailer’s chief marketing officer.
“Burnett got where we wanted to go with the brand,” Kornblum said. “They understood Toys R Us is a place that celebrates the American family.”