Toy "R" Us

Client: Fisher-Price, East Aurora, N.Y.
Producer: Darko Inc., Twinsburg, Ohio
Comments: Designed for Toys "R" Us stores, this display allows consumers to experience the color change feature of the Sweet Magic Kitchen toy. The toy simulates cooking when an "uncooked" piece placed in the oven changes colors to come out as a "cooked" piece. Lights and sound accompany the "cooking" process.

Client: Twentieth Century Fox, Los Angeles
Size of Run: 7,500 standees; 50,000 merchandisers
Production Date: August 2002
Producer: Smurfit-Stone, Burbank, Calif.
Division: Temporary, Entertainment: Movies
Comments: Several versions of the standees were packed for specific retailers. Customized lug-ons promoted tie-ins with Toys "R" Us, Dole, Microsoft and several other companies.

Client: The Gillette Co., Boston
Size of Run: 750
Production Date: September 2002
Awards: Gold, Design of the Times 2003
Producer: New Dimensions Research Corp., Melville, N.Y.
Division: Permanent, Other Retailer
Comments: For the first time, Toys "R" Us granted up-front placement to a battery display. This gravity-feed display merchandised $3,600 worth of product in one turn of the display.

Client: Hasbro Inc., Pawtucket, N.J.
Size of Run: 550
Production Date: June 2002
Producer: Design Phase, Northbrook, Ill.
Division: Permanent, Toys
Comments: Designed exclusively for placement near the entrance of Toys "R" Us stores, this four-sided display merchandises an entire line of miniature music players and music chips. A large 3-D die-cut header graphic helps brand the unit, which is constructed of masonite, MDF, peghooks and vacuum-formed plastic.

An in-store environment for Toys "R" Us' flagship Manhattan store features Microsoft Corp.'s Xbox product line.
Producer: DCI Marketing, Milwaukee

Custom display program promotes online gaming kit

Retail Category: Sporting Goods/Toys/Pet
Display Type: Interactive/Kiosks
Client: Toys "R" Us Inc., Paramus, N.J.
Producer: Design Display Group Inc., Carlstadt, N.J.
Size of Run: 350
Comments: The objective was to use an existing fabricated sheet metal design for an enclosure and turn it into a creative surround for an electronic scanner in-store. By using Geoffrey, the unit became an inviting friend who tells customers the price of items.

Client: Disney Consumer Products Global Toys, Burbank, Calif.
Introduction: August 2002
Number of displays: 700
Distribution: Toys "R" Us stores
Construction/Materials: Plastic, metal, chipboard, screenprinting
P-O-P company: Diam International, Woodside, N.Y.
Comments: Disney licensed its Disney Princess brand to a variety of toy manufacturers, including Hasbro, Mattel, Creative Design and Hauck, and created supporting P-O-P materials to create a destination area for the brand in Toys "R" Us stores.