ULTIMATE
BIRTHDAY DESTINATION

Toys"R"Us came to us with a bold mission: dominate the birthday market. We positioned them as the ultimate birthday gift destination by creating five strategic pillars: find the perfect present with the ultimate gift finder, offer flexible deals for every budget, establish Toys"R"Us as a one-stop shop for birthday gifting, provide helpful resources for gift-givers, and showcase the brand's vast range of options. The strategy featured strong key art, centred around a CGI of Geoffrey the Giraffe, bringing the brand icon to life with vibrant energy. Each pillar had its own messaging and clear CTAs, creating a seamless experience for every customer journey. The result? A playful, strategic campaign that made Toys"R"Us synonymous with birthday celebrations.