Beacon will help develop the brand for Toys R Us Japan, which has become the country's largest specialist toy retailer after opening its store in 1991. "They're taking the next step," said Alejandro Lopez, Beacon's president and representative director. "What's the value of the brand and what can that bring to children, parents and families."
The marketing review was instigated as part of a company-wide reassessment instigated by the toy seller's new president, Hiroko Wada.
Wada said that she had known Beacon's work since its launch in 2001.
"I expect their talent to strengthen our brand equity by bringing innovation into our stores," she said.
She added that the two companies would work together to make children and their families feel 'waku waku doki doki' - a feeling of heart-racing excitement that Toys R Us wants to convey. Instore features can help bond parents with their children, Lopez added, and will be a key element of the integrated campaign, which will start rolling out this autumn. "The challenge is how do we enrich the contact experience," he said.
Beacon will also deploy TVCs, print ads and events to promote the retailer, which is about to expand with 200 new Toys R Us stores and 50 new Babies R Us shops by 2010. "It's a holistic campaign that encompasses everything we can do to make the brand come alive," Lopez said.
Media planning will be handled by Starcom, with Dentsu on buying.
