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Toys R' Us, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Toys R' Us, Inc., based in Wayne, NJ, is one of the world's leading retailers of toys, games, apparel and baby products. The company operates toy stores in the U.S. and internationally. The company also sells merchandise through its Babies R' Us stores in the U.S. and online at

Main Telephone (973) 617-3500
Main Fax
Primary Address
One Geoffrey Way
Lake Building
Wayne, NJ 07470

Toys R' Us, Inc. Contacts

Contacts (5/31)
Name Title State
David B. Chief Executive Officer & Chairman NJ
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (973) 617-3500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Geoffrey Way
Lake Building
Wayne, NJ

Carla H. Executive Vice President & Global Chief Marketing Officer NJ
Michael S. Executive Vice President & Chief Financial Officer NJ
Lance W. Executive Vice President & Chief Technology Officer NJ
Amy V. Executive Vice President, Global Communications & Public Relations NJ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Babies R' Us ******* ******
Toys R' Us, Inc. ********

Agency Relationships

Brand Agency Service From To
****** *' ** ***** ****** ***** creative unknown present
****** *' ** *** media buying & planning 2011 present
****** *' ** ***** creative, digital 2008 present
****** *' ** **** ********* AOR - creative 2015 present
**** *' **, ***. ***** ****** ***** creative unknown present

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PR Opps: Toys R Us names new communications, public affairs VP (Score 32)

Subject: TV, digital, print, theater marketing, social media

Company: Winmo profile)


Opportunity: Named Amy von Walter as EVP of communications and PR, where she will head up communications. In this role, she will be responsible for media relations, crisis management and brand reputations, as well as special events, team member engagement and philanthropic efforts for the company, effective March 14.  

Von Walter’s hire comes as rumors continue to swirl that the toy retailer is readying an IPO (rumors that were stoked even more last summer when in November (where TRU is based), that “there’s so much competition for the attention of the consumer, so you need to commit to bigger ideas and you need to have bolder messaging to break through.”

Agency readers, TRU named a new creative AOR last summer, but if that doesn’t sound like a company that would be open to bold pitches, I don’t know what does. Granted, that statement was made a few months ago, but the retailer has pulled back on marketing so far in 2016. So, it could be looking to refine messaging before the crucial Q4 period. 

Brandon stated that the following are biggest challenges facing the retailer: 1. making TRU a desired shopping destination for children and parents and 2. making it a year-round destination, not just a holiday one. ”There are ways for us to leverage the fact that we wake up and focus on toys and babies every day, while most of our competitors wake up and focus on a thousand other things, other than six weeks out of the year,” Brandon said. “That positioning that we have to do must be unique and differentiating ourselves is the big opportunity,” he said. 

All of this means that sellers and agency readers should be on the lookout for big changes at Toys R Us in the coming year or so. TV and digital sellers should have the leg up and agency readers should certainly be readying pitches ahead of the “bold” strategy Brandon is likely to implement. Omnicom’s OMD has handled media buying and planning since 2011, according to The List, well over average AOR tenure (2.5-3 years). 

Additional Information

Experience: von Walter joins from Best Buy, where she led communications and brand PR for the past three years. She is replacing Kathleen Waugh, who left the toy retailer to head communications at Hudson’s Bay Co. 

Additionally, Toys R Us promoted Joe Venezia to EVP of global store operations. He previously served as SVP of US store operations.

Media Spend: Kantar Media reports that Toys R Us spent $106 million on measured media in 2014. Most of this – 65.3% – was allocated to broadcast ads and the rest went largely to display ads (17%), radio (6.6%) and print ads (9.4%). 


National TV Spend: According to here.

Digital Breakdown: Moat reports that toys R Us ran 425 display ads on 2,317 publishers in 2015 (9% mobile). Top ad destinations included,, and (12% placed site direct versus programmatic). The retailer also ran 204 high impact and 59 video ads last year.

For comparison, in 2014 405 display and 284 high impact ads appeared on  2,788 publishers (169% mobile; 49% placed site direct).  

Competitors: TRU’s biggest competitors aren’t other brick-and-mortar toy retailers, but online giants such as Amazon, Walmart and Target. And Millennial mothers – who are the company’s target market – are much more inclined to shop online, rather than drag children to stores.

Winmo Profile
One Geoffrey Way
Lake Building
Wayne, NJ 07470
(973) 617-3500

Rich Lennox 
Chief Marketing Officer & Senior Vice President
(973) 617-3500

Amy Avitabile 
Vice President, Integrated Marketing
(973) 617-3500

Tim Stalker 
Director, Digital Marketing
(973) 617-3500