Play time

Toys "R" Us opens a Wonderlab.

Working with Toronto-based agency Open, Toys “R” Us opened up Wonderlab, a concept store where kids come to learn and play. To promote the launch, print and OOH take us back to being a child, where the wonder of play is endless. The best ideas really do come from “Let’s pretend.” We’re pretty sure Newton got under that apple tree after someone said, “Let’s pretend we’re taking naps.”


Advertiser: Toys “R” Us
Creative Agency: Open
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
Print Production: Toys”R”Us