2024
REBRANDING
Toys 'R' Us is one of the most recognizable toy brands in the world. Generations of children grew up with the brand, associating it with joy, imagination, and play.
However, after filing for bankruptcy in 2019, the company faced a new reality. Many stores closed, while the brand continued operating in selected international markets, particularly in the Middle East.
This created a unique challenge: to preserve the legacy of an iconic brand while adapting it to a new market and a new generation.
However, after filing for bankruptcy in 2019, the company faced a new reality. Many stores closed, while the brand continued operating in selected international markets, particularly in the Middle East.
This created a unique challenge: to preserve the legacy of an iconic brand while adapting it to a new market and a new generation.
Decreasing emotional connection with modern audiences
The goal of the project was to rethink the brand’s visual identity while preserving its iconic character and nostalgic value.
Weak adaptation to new markets
Lack of a flexible system for digital environments
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4
2
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An outdated visual language
Despite its strong recognition, the brand’s visual identity had become fragmented and outdated over time.
Key challenges included:
Key challenges included:
The Challenge
Quality time
Recapturing
Joy
Created 3 mood boards for each new brand keyword
Figured out 3 categories of target audience
At its core, the brand has always been about play.
Toys are not just products — they represent imagination, curiosity, and discovery.
The new brand concept was built around the idea of: PLAY WITHOUT LIMITS
The updated identity aims to express:
Toys are not just products — they represent imagination, curiosity, and discovery.
The new brand concept was built around the idea of: PLAY WITHOUT LIMITS
The updated identity aims to express:
- energy and excitement
- curiosity and imagination
- freedom of play
- emotional connection with children and families
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Core Research
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Visual Language
After:
Before:
Special attention was given to proportions, spacing, rhythm, and legibility across digital and physical applications. Through this exploration, the direction became clear: rather than simplifying the logo, the goal was to embrace and refine its unique personality, keeping key elements such as the reversed "R" while improving balance and consistency. The final mark is a subtle yet strategic evolution — cleaner, more harmonious, and versatile — designed to function seamlessly across modern touchpoints while maintaining the emotional connection and nostalgic value of the original brand.
Logo
The evolution of the Toys 'R' Us logo focused on preserving its iconic and playful character while adapting it to contemporary standards. The process began with extensive sketch exploration, testing different levels of transformation — from minimal refinements to more expressive reinterpretations — to identify how far the identity could evolve without losing recognizability.
The evolution of the Toys 'R' Us logo focused on preserving its iconic and playful character while adapting it to contemporary standards. The process began with extensive sketch exploration, testing different levels of transformation — from minimal refinements to more expressive reinterpretations — to identify how far the identity could evolve without losing recognizability.
Color
A vibrant and dynamic color palette reinforces the joyful and energetic character of the brand.
Colors are used dynamically to create a sense of movement and play.
A vibrant and dynamic color palette reinforces the joyful and energetic character of the brand.
Colors are used dynamically to create a sense of movement and play.
CMYK: 0 / 0 / 0 / 86
RGB: 35 / 35 / 35
HEX: 232323
RGB: 35 / 35 / 35
HEX: 232323
CMYK: 0 / 0 / 0 / 3
RGB: 247 / 247 / 247
HEX: F7F7F7
RGB: 247 / 247 / 247
HEX: F7F7F7
CMYK: 0 / 48 / 83 / 0
RGB: 255 / 133 / 44
HEX: FF852C
RGB: 255 / 133 / 44
HEX: FF852C
CMYK: 0 / 18 / 83 / 0
RGB: 255 / 209 / 44
HEX: FFD12C
RGB: 255 / 209 / 44
HEX: FFD12C
CMYK: 0 / 83 / 73 / 0
RGB: 255 / 466 / 9
HEX: FF2C45
RGB: 255 / 466 / 9
HEX: FF2C45
Typography
The typography was chosen to maintain the friendly and approachable personality of the brand.
It works effectively across different environments:
— retail spaces
— packaging
— digital platforms
— marketing communications
The typography was chosen to maintain the friendly and approachable personality of the brand.
It works effectively across different environments:
— retail spaces
— packaging
— digital platforms
— marketing communications
