I have always had a soft spot for Toys 'R' Us. It's a great brand, which broke the conventions of the category. This year my children got to spend way too much time in the magical flagship store in New York, Ferris wheel and giant Lego characters being among the attractions.
But is that reality? Rerunning the 1989 TV spot might tick the warm nostalgic feeling box, but I am concerned that the current UK superstore format is no longer as enticing as it once was. In 1989, it was like nothing we had experienced before, but, while the 'Magical place' ad might bring back fond memories, I fear the reality is somewhat different 20 years on.
This article was first published on Marketing