Toys R Us Eyes 3 Shops

NEW YORK Toys R Us is eyeing three finalists for creative chores on its estimated $90 million ad account, per sources.

They are: Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston, Omnicom Group’s DDB in Chicago and independent The Richards Group in Dallas, sources said.

No longer in contention are IPG’s McCann Erickson here and Publicis Groupe’s Leo Burnett in Chicago.

McCann withdrew from contention, following the lead of another IPG shop, DraftFCB in Chicago, which left the review about a month ago.

Toys R Us held agency visits in late March.

Agency and client executives either could not be reached or declined comment.

Select Resources International, the Santa Monica, Calif.-based consultancy, is managing the search for the Wayne, N.J.-based client.

The incumbent, WPP Group’s Young & Rubicam in New York, opted not to defend. The process is expected to conclude next month. Media duties at WPP’s Mediaedge:cia are not in play.

The toy retailer last year spent about $90 million in major measured media, according to Nielsen Monitor-Plus. Y&R has handled the account for three years. Estimated account revenue is $2 million.

Y&R added the account in May 2004, after a review. Leo Burnett was the prior incumbent.