Toys R Us picks Grey for Christmas push

Grey London has been handed a brief by Toys R Us to create the retailer's Christmas campaign, in a move that will see Geoffrey the Giraffe shunned for a more grown-up advertising image.

The decision marks the first time that the company has used TV advertising at Christmas for three years.

Toys R Us is making a concerted effort to move away from its traditional emphasis on toys, and is instead looking to promote its expansion into more diverse gift lines, including electrical goods and home entertainment.

In September, the company retained Mediaedge:cia on its £4.5 million media business, after putting its account up for review in March.

Carlson Marketing continues to be the retailer's main UK agency responsible for creative development.

In the year to August 2006, Toys R Us in the UK reported a profit rise of £13.2 million.

The company was bought in July last year by a consortium of private equity investors, including Bain Capital and KKR, for £3.4 billion.