Mediaedge:cia To Handle Media Planning & Buying US Hispanic & Puerto Rico.

Mediaedge:cia (MEC) has been appointed to handle all media services for the U.S. and Puerto Rico for Toys “R” Us – U.S., one of the world’s leading specialty toy retailers.

“Toys “R” Us represents a fantastic win for Mediaedge:cia,” said Charles Courtier, executive chairman, MEC. “It is a both a household name and a business with great inherent strength. They’ve given us a huge vote of confidence and we look forward to bringing all of our expertise and capabilities in communications planning and implementation to Toys “R” Us in the months and years ahead.”

“Mediaedge:cia will be a key partner for Toys “R” Us,” said Amy Parker, senior vice president of marketing, Toys “R” Us. “Mediaedge:cia’s combination of strategic and analytical skills and its knowledge of all media from traditional TV and print to emerging media such as video-on-demand, will move our communications forward in fresh, new ways. We would also like to acknowledge the strong partnership we’ve had with Starcom and Tapestry and express our respect for all of their efforts on our behalf.”

The account move is effective immediately and will be headquartered in the New York Office. Mediaedge:cia will handle all media planning and buying for general market, Hispanic and kids media for the U.S. and Puerto Rico.