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Toys 'R' Us Wonderlab Opens in Vancouver


Toronto agency Open launches a new learning store concept

Toys 'R' Us Wonderlab Opens in Vancouver

Toys“R”Us Canada has collaborated with Toronto-based advertising agency Open to create a brand new store concept that celebrates the ‘aha’ moments that happen during play.

On Saturday, June 1, the renowned toy store chain opened its first learning concept store at 1331 Marine Drive in North Vancouver. Named ‘Wonderlab by Toys“R”Us’, this new concept for the company reinforces its role as the expert in educational play. All of the products sold in the store promote learning, discovery, creativity, exploration and role-play.

“The philosophy behind Wonderlab by Toys“R”Us is that playing is the most important part of learning and when kids play they aren’t afraid to experiment and try new things. We want to foster kids’ imaginations by giving them a place to start learning that discovery and exploration happen through play.” said Liz MacDonald, vice president, marketing, Toys“R”Us, Canada.

“Our mandate on Wonderlab included developing the complete identity for the new store, from its name and logo to in-store design elements. To spread the word, we also created a launch campaign comprised of radio, print and Facebook advertising” said Martin Beauvais, Partner, Creative at Open.

"This assignment really played to our strengths: strategy, design & advertising.  It’s a privilege to be able to influence and shape a brand like Wonderlab from its inception,” said Christian Mathieu, Partner, Strategy, Open.




Client: Toys“R”Us, Canada
Brand: Wonderlab by Toys“R”Us

Creative Agency: Open, Toronto
Creative Direction: Martin Beauvais
Strategic Direction: Christian Mathieu
Project Lead: Christine Macdonald

Design | Logo and Brand Guidelines: Jessica Carter
Design | Campaign and in-store elements: Jessica Carter and Jessica Rogers
Writing | Radio: Kate Thorneloe and Laurabeth Cooper
Writing | Campaign and in-store elements: Kate Thorneloe and Laurabeth Cooper
Print Production: ToysRUs

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