Toys Us R
Toys R Us wanted to create hype around their sponsorship for a major Star Wars convention
What I worked on:
- Campaign
Work done for:
Toys R Us × Star Wars/Lucasfilms
Brief
On the in-house branding team for Toys R Us, we were asked to develop signage and collateral for the sponsorship of a Star Wars convention that would "generate buzz." Leaning into the voice of a beloved character, we flipped the iconic "Toys R Us" name on its head. After unbelievably getting internal sign offs and support, it was rejected by Lucasfilms for impinging too much on their IP.
Creative Direction by Jessica Annunziato; Rejection by Lucasfilms
Mock-ups of the proposed campaign and the much safer "Destination: Star Wars," which got approved
