Marketing under duress: How Toys “R” Us Canada emerged from the shadow of bankruptcy

Toys “R” Us Canada faced the challenge of re-engaging consumers after separating from its previous parent company, which had entered into bankruptcy.

The collapse of Toys “R” Us two years ago grabbed headlines all over the world, as the toy chain announced plans to shutter its US and British stores within a matter of weeks.

But there was still a brand pulse in some of the retailer’s secondary markets: in parts of Asia and Africa, for instance, Toys “R” Us survived. And Fairfax Financial, the Toronto-based holding company, picked up the chain’s Canadian assets and went to work on a relaunch.

“As we came out of that bankruptcy,” said Nicole Dalton, director/marketing, brand and loyalty at Toys “R” Us Canada, “it was...

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