Toys R Us Grows

Toys R Us, Inc. finally trimmed a thread of frivolous grammatical imposition from their logo. The company’s new legal name is Toys R Us…(no quotation marks around the backwards R). The star has been stuffed into the engorged R in order to make a tight and simple(r) wordmark which is less patriotic, more bulbous and more fun.This cleanup of the standby colloquial faux-mistake “R” is the result of a re-branding process which puts the company and its family of sub-brands right up-to-date with the implicit actions of their audience: kids who don’t dwell on writing mistakes or punctuation, and would rather just get lost in toys and acting their age. So the famous jingle by ad-veteran Linda Kaplan Thaler goes: I don’t want to grow up, I’m a Toys R Us kid