Toys R Us
Purpose | PR | Consumer XM
Joy. Reset.
Challenge.
After divorcing their American parent company, Toys R Us Canada found themselves in a tricky spot. They needed to reinvent corporate culture, employee engagement, vendor relations, community outreach, customer experience, reset the business and launch a new identity. “Who are we?”, they asked. We helped them find out.
Response.
Purpose. It all started there. Using our proprietary purpose workshop, we worked alongside the Toys R Us leadership team to find a North Star that rang true to the DNA of the business: to create moments of joy.
Next stop? Bringing that purpose to life. We started by taking the new CEO on a cross-Canada tour to share the new positioning with the Toys R Us HR team and help seed it throughout the organization. Then, with the operations team, we identified barriers to joy during the shopping experience and provided them with the tools to overcome those barriers. We helped identify community outreach programs to amplify joy. We worked with the marketing team to create a Young Mother’s Influencer campaign, launched a giant Scrabble match on Bay Street to raise awareness and money for Childhood Cancer, and took Geoffrey (the loveable mascot) on a national tour to surprise and delight Canadians at parks and pop-up play fairs. Lots of bubbles. Lots of fun. And, of course, lots of joy.
Impact: Results R Us.
We launched our new company with Smak’s leadership workshop. We came out with a clearly defined purpose and a stronger and more unified team.
Toys R Us Canada