Joys“R”Us
At the heart of both Babies“R”Us and Toys“R”Us was so much joy. Pure joy.
Parents might be anticipating the birth of a child one day, and celebrating a 6-year-old’s birthday the next. Their needs were very different at each stage, and that led to very different expressions of the two brands. Email and other cobranded communications had become generic, and didn’t look or feel like either brand.
So we brought the joy back in a unifying “R”Us brand identity that invited warmth and cheer to every conversation. We called it Joys“R”Us.
“R” icons were developed for a fun take on product categories from teethers and bath toys to party balloons and wood blocks.
“R” characters were created for branded applications like shopping bags, gift card key fobs, and Babies“R”Us brand product patterns.
Video animations added a little charm to the website, digital marketing and social content.
Colorful signage promoted services in stores with one look and feel for both brands.
The cobranded design system used color and photography to unify or distinguish the brands as needed.
The impact
The unified “R”Us identity elevated both brands, and marked a shift toward more cobranded strategies. And the outcome we didn’t expect? Tap the right arrow below for the full story in “Breaking the internet.”