Toys R Us Leverages Private Brands for the Holidays

National toy retailer Toys R Us will focus this years holiday efforts on exclusive toys — like the Private Brand Air Swimmers Extreme, a helium-filled, radio-controlled shark that floats through the air — will do more to attract shoppers to its stores during the all-important holiday season.

Toys R Us has always offered exclusive toys, but this year it’s “dramatically” expanding the number. They include Private Brand toys as well as those made by such national brands as Mattel Inc., Hasbro Inc.

The company also plans to increase promotions for its exclusives beginning with a 44-page direct mailing Friday promoting deals on 350 of them. Three TV ads to debut in October also will promote exclusives: Moshi Monsters, made by Spin Master, tiny collectible toys that tie into an online game (3-packs are $5.99); Trash Pack, collectibles from Moose Toys that come in tiny garbage cans ($2.99 to $19.99); and the Toys R Us Private Brand Air Swimmers Extreme ($49.99).

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.