08 Oct 2015

Toys “R” Us – Graphic Refresh

Toys “R” Us enlisted us for help with their 24’ Feature Shop graphic refresh. They were tired of the prior look and wanted something with more dimension to help that particular area “pop”.

After consulting with Toys “R” Us about their needs and constraints, we decided to go with the screen print process onto a B-flute substrate with a high gloss lamination finish for extra snap.

To add structural dimension to the new graphics, we added dimensional boxes with foam cores and tip-on PETG dimensional logos.


Screen printing was the right quantity and technological fit to reduce material and press time, which got the job done at the speed, and price, that the customer needed.

One of the challenges with working with the B-flute was dealing with the external visibility of the internal channels.

We tested E-flute to reduce the look of the fluting but ultimately decided to go back to the B-Flute since the E-flute was too thin for the application and the larger vertical fluting in the B-Flute added necessary structural support.

Adding an over-laminate gave more strength and helped cover the fluting.

Toys "R" Us 02The Feature Shop ships completely flat and unassembled. Each element clips together with joiner pieces and pop up bracket on the back that fit into the large panels after the panels are installed in existing store hardware.

Since the Store Associates needed to be able to easily install the display, we supplied a step-by-step installation manual included in each kit pack.

Toys “R” Us also put this on their internal communication system to all stores.

Featured Highlights:

  • Dimensional stand-off boxes and Smaller PETG stand-off sign elements were a design suggestion by Vectra Visual to create dimension, enhance the shop experience, and create a focal point for the Fisher Price® brand name
  • Multiple panels make up the full shop experience of 24′
  • Production was screen print on B flute with an overall high gloss film lamination for look and strength. Also to PETG, for stand-off sign elements
  • All die cutting and fabrication for the project was done in-house
  • Multiple pack-out scenarios, dependent on the store layout, required complex kitting
  • Feature shop is installed by store associates so Vectra Visual created and sent complete installation instructions