Open lands Toys “R” Us

The national retailer, as well as its Babies "R" Us chain, has named the Toronto agency as its AOR.
Open agency

Toronto-based agency Open has been named AOR for Toys “R” Us and Babies “R” Us, taking over advertising for the national retailer. The agency picked up the account in December from former AOR CP+B (turned Union), says Martin Beauvais, partner and CD at Open, where he had originally pitched the account while at Zig (before its transformation into CP+B).

Work will include both French and English marketing across multiple platforms, including print, radio and online, according to a release. In-store and flyer promotion will continue to be handled internally. While the agency won’t necessarily be doing a mass hiring to work on the new account, Beauvais says they will be beefing up their French capabilities.

The win follows a busy season for Open, which has recently added Sleeman-owned Okanagan Spring and Old Milwaukee, as well as ComFree to its growing list of clients.

Pictured: L-R, Beauvais and Christian Mathieu, partner at Open.