Toys “R” Us Puts $120 Mil. Account in Play

CHICAGO Retailer Toys “R” Us has launched a review for creative chores on its ad account, according to the company.

The search is being conducted on an “invitation-only” basis, the client said, and is expected to conclude in May.

The incumbent, Publicis Groupe’s Leo Burnett here, will defend, according to an agency representative. “We’re fully committed to Toys “R” Us and look forward to exploring together new ways to help our client face fierce competition from discount retailers,” the rep said.

“As a company, we are in the process of taking a strategic look at our U.S. toy stores business in total,” said Warren Kornblum, chief marketing officer of the Wayne, N.J., company, in a statement. “An integral part of this process is reviewing and evaluating our creative and brand management needs.”

Media duties, currently handled by Publicis Groupe’s Starcom in Chicago, are not in play.

Toys R Us spent nearly $120 million on ads last year, according to Nielsen Monitor-Plus.