Emotion Key to Leo's Toys Debut

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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.

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