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Young & Rubicam’s first Toys “R” Us work promotes a sale tied to longtime mascot Geoffrey’s birthday and introduces the tagline, “The world’s joy store.” A 30-second spot called “Smile” broke last week and depicts a boy whose mouth is frozen open at the sight of a birthday toy that his parents gave him. The New York office of WPP’s Y&R won the estimated $125 million account in May. Y&R is producing two more spots slated to run mid-month, sources said.
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