Toys ‘R Us Rolls Out Its Brand Wagon

NEW YORK — The company is calling it the “Toy Center of the Universe,” but a more appropriate name for the new 110,000 square foot multi-level Toy ?R Us set to open in Times Square Saturday would be the “Brand Center of the Universe.”

“This is the ultimate statement of our brand,” said CEO John Eyler. “This store will surely become a destination icon that everyone — New Yorkers and tourists alike — will enjoy for years to come.”

The front facade of the Paramus, N.J.-based retailer’s flagship store features 165 six-by-five-foot scrolling glass panels that will continuously display commercials, branding messages and other toy-themed announcements. Inside, the store includes a 4,000-square foot, two-story Barbie Dollhouse; an interactive Pepsi World; the E.T. Shop; the Candy Land Shop; a Jurassic Park Exhibit; and a 60-foot tall indoor Ferris wheel with 14 individually themed cars that each have been inspired by a popular children’s toy or character.

The company, which unveiled a new ad campaign and logo in October, from Leo Burnett USA, Chicago, plans to step up its push in the New York metro area this week with print, radio and local TV spots.

“Our Toys ‘R Us Times Square store encompasses the Toys ‘R Us corporate brand and our strategic vision for renewing the company’s growth heritage over the next few years,” said Eyler.