While at The Thorburn Group Toys R Us came calling for a redesign of their familiar logo. Over the years Toys R Us had been losing ground to big box retailers like Target and Wal-mart. The time had come for Toys R Us to reclaim their place on the throne as the world’s number one toy destination. This redesign attemted to recreate the magic you felt as a child when you entered those big doors.
We created three seperate bag designs featuring the new “R” logo and a newly redesigned Geoffrey. One was for everyday use while the other two were for their busiest time of year (holiday) and their busiest store (times square).
Direction: Bill Thorburn
Design: Gregory Hubacek
