Toys R Us is tapping into the demand for smart toys with a new-concept store called Wonderlab.
The country’s largest toy chain launched the test store in North Vancouver on June 1. The 8,000 sq. ft. store, about a fifth of the size of a typical Toys R Us store, sells only educational and imagination-based toys and games.
The company saw an opportunity in the market because of the strong performance of educational toys at its regular locations, said vice-president of marketing Liz MacDonald. “We felt there was more to be had there,” she said.
Wonderlab features an expanded Lego section, Leap Frog learning centre and a Crayola artist’s studio. “It’s all about letting the kids play, and through play, they learn,” said MacDonald. “And when mom gets that kind of productivity out a toy, she loves it.”
The retailer hired Toronto agency Open to develop the new store’s identity, from the name and logo to in-store design elements.
“The brief was to stay away from very clear descriptors of being educational because we know that kids don’t necessarily like that. Their moms like that,” said Martin Beauvais, partner at Open. “Even though it is an educational store, it’s fun toys, it’s great stuff. The name came from that. If we’re not going to scream loud that it’s educational toys, we’re going to say it’s about wondering minds and the true spirit of playing.”
Open also created an ad campaign to promote Wonderlab. Print and out-of-home ads play off the theme of wonder, with bright, simple images and copy such as “If it looks like a block and it feels like a block, it might be a dragon or a spaceship or a castle or a tornado.”
A radio spot promoting the grand opening featured kids asking questions like “How does grass grow?” and “Do fish have a bed?”
If Wonderlab takes off, Toys R Us will expand nationally. MacDonald said the company is watching Wonderlab’s performance carefully, but is already exploring other real estate opportunities.
