Toys R Us Taps SRI for Review

LOS ANGELES Select Resources International has been tapped to lead the creative review of Toys R Us, the search consultancy has confirmed.

Catherine Bension, SRI’s president and CEO, will oversee the process. The firm is based in Santa Monica, Calif. The process is expected to conclude in April.

Overall, the Wayne, N.J.-based client spent $90 million in domestic measured media in 2006, per Nielsen Monitor-Plus.

Incumbent Young & Rubicam’s New York office, which handled an estimated $40 million of the business for the past three years, has declined an invitation to defend the account. Y&R is a unit of WPP Group.

The client is seeking a shop with a strong New York presence and substantial TV experience, Bension said.

The agency added the account in May 2004, after a review involving Interpublic Group’s Foote Cone & Belding in New York and Omnicom Group’s DDB and Publicis Groupe’s Leo Burnett, both in Chicago. Burnett was the incumbent.

Media buying and planning, not part of the review, are handled by WPP’s Mediaedge:cia.