Turner forges TRU link

Toys R Us becomes TMI’s preferred retail supplier.
Publish date:

Turner Media Innovations and Toys R Us have announced a strategic relationship which will see the toy chain becoming TMI’s preferred retail supplier.

As part of the deal the two companies will work to offer a complete package to manufacturers ranging from creative services, through to media planning and implementation, and prime distribution space.

The move follows a successful integrated media campaign for Bandai’s Ben 10 toy range, which sold out at retail after a collaboration by Bandai, TMI, CNE , Turner’s Consumer Products division and TRU.

Promotion incorporated everything from the on-air look to in-store materials.

Simon Cox, vice president of Turner Media Innovations (pictured) said: “This deal represents a pivotal moment in the development of TMI. We have been looking for some time for a retail partner to develop a consistent relationship with, and in Toys R Us we have found that partner. This is an exciting initiative which will benefit our customers, allowing their budgets to work harder, and ultimately driving sales."

"TMI is an impressive operation and we are delighted to be solidifying our relationship with them, added Mike Coogan, marketing director at Toys R Us. “The media world is changing and with TMI at the forefront of innovation, they are an obvious preferred choice for us."

Coogan continues: "Whilst this is not an exclusive deal, as TMI will continue to work with other retailers and we will work with other media owners, what we are committing to is working together on a consistent basis to benefit us, TMI and our suppliers' businesses." 



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Toys R Us has confirmed that chief executive John Eyler and its COO, Chris Kay, will step down when the company is acquired by private investors.


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ToyNews can reveal that Turner Broadcasting is due to unveil changes to its portfolio of kids’ channels, which currently consists of Cartoon Network, Boomerang, Toonami, Cartoon Network Too and Boomerang +1, with Cartoonito becoming a new dedicated pre-school channel. 

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