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Bankruptcy isn’t usually the beginning of an agency’s relationship with a brand. But opportunity can come in unexpected forms, and creative consultancy Lippincott decided to toss the dice and try rebranding a beloved retailer teetering on the verge of extinction.
When Toys R Us declared bankruptcy in September 2017, Lippincott’s leadership team felt the same nostalgic pain that hit many Gen Xers. Toys R Us was an iconic part of childhood for many Americans, but it simply hadn’t been able to endure amid the endless offerings of modern online retail.
But
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