Emotion Key to Leo's Toys Debut

Agency’s Dual-Branding Approach Targets Both Kids and Parents
CHICAGO–Leo Burnett attempts to evoke an emotional connection between children and Toys ‘R’ Us in its first campaign for the retailer.
“Toys ‘R’ Us occupies a unique place in a kid’s heart,” said Burnett senior vice president and managing creative director Jonathan Hoffman.
Burnett won the $70 million business in May. Its inaugural campaign’s two-pronged approach targets kids and parents with different television executions. While the retailer already appeals to children more than discount rivals Target Stores, Kmart and Wal-Mart, it saw a “major opportunity” to convince parents that shopping at Toys ‘R’ Us was important for their children, said Warren Kornblum, chief marketing officer at the Paramus, N.J.-based