Millennial Parents Opps: Toys "R" Us to open 24 new stores as it relaunches (Score 26)

Sales lead: Get in touch if you can help this brand relaunch. 

• Toys "R" Us (TRU) is launching a comeback plan after it went bankrupt and closed all of its US stores in 2021.
• TRU plans to open 24 new locations in 2024.
• It will also open smaller stores in airports and on cruise ships. 

Target demographic: Millennial parents

The company will likely:

• Significantly increase ad spend
• Ramp up promotional activity 
• Seek agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: TRU spent about $64.5k on digital display ads YTD, down from $147k spent in this channel during the same time period of 2022. 
• YTD data: 9.5m impressions via Instagram (62%), Facebook (37%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend jumped from $84.3k in 2021 to $238.4k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com. 

Agency analysis:

• Opportunity: TRU will likely need assistance as it relaunches, so reach out now to be top-of-mind.
• Current roster:
  • In-house: creative

Insight Sources: Digital spend insights estimated by Pathmatics.