Toys ‘R Us
Case Study

Toys 'R Us

The TrendSight Group’s Marketing to Women Solution

  • About the company:  ToysRUs is the leading kids store for toys, video games, dolls, action figures, learning toys, building toys, baby & toddler toys, and more.


  • Situation: The company needed in-store consumer experience suggestions and marketing to women guides.
    • New moms and grandmothers were their primary customers.
    • The company faced serious competitive threats from mass merchant channels.
  • TSG’s Role:
    • conducted GenderTrends Brand FlashBack™ to complete a competitive communications audit.
    • Using the  GenderTrends Market SnapShop™, conducted mystery shops for client and competitors.
  • Result:
    • Recommended revisions to in-store experiences that followed the fundamental aspects of marketing to women.
    • Guided changes to women-centered communication elements, including the annual “Big Book.”
    • TSG participated in strategic planning for following year to ensure Toys”R”Us maintained its focus on marketing to women.