It’s a cool blue, silvery, fun Christmas at Toys”R”Us

The window display at Toys”R”Us showcases a winter star as their main prop, with the brand’s mascot Geoffrey the Giraffe greeting customers. 

Designed and executed by Ace Turtle, the VM window display was designed keeping the brand identity and colours in mind and mixing it up with the theme of festivity and kids.  

Sarabjot Sodi, VM lead for Toys R US at Ace Turtle, says, “The idea was to break the monotony of launching Christmas in the usual way. We brainstormed with the in-house creative team of Toys”R”Us and picked blue as the base colour, along with using silver elements for display.  We wanted to showcase storytelling of how Christmas looks like in the city. The main prop is a resemblance of a contemporary star with the brand’s signature R in center.” 

The team explored various materials for their VM to make it playful for the customers and kids. Essentially the idea was that instead of using cotton for regular show, they used white detailing and grey shadows and used aluminium foil effect to depict bling and glitter on their main prop, the star. 

The VM was a collaboration of creative processes between Pawan Nagarwal - VP - Visual Merchandising & Store Design at Ace Turtle, Sarabjot Sodi - VM lead (TRU & Wrangler) at ace turtle and Babli Godha - Plano and creative lead at Aceturtle.  

The brand may extend this window display to 2 more stores out of the 5 stores Toys”R”Us  in India.