September 14, 2011 at 14:16 PM EDT
Toys 'R Us Looks for Its Own 'Missoni Moment'
Toys 'R Us is ratcheting up the number of exclusive products it will sell this holiday season. The expanded effort, which may have been foretold by the company's hiring of Neil Friedman, a long-time Mattel executive earlier this year, will be supported by direct-mail efforts, which will begin this weekend, social marketing, and television advertising.
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