Trans World rebrands as F.Y.E.

ALBANY, N.Y. Trans World Entertainment is in the process of rebranding all of its stores under the F.Y.E. brand and is also embarking on a six-month advertising campaign featuring R&B star Ne-Yo and WWE star Batista in television commercials.

The campaign also will feature radio commercials, online ads and ads on pizza delivery boxes that include a coupon for F.Y.E. merchandise. Results of the regional campaign will be monitored with the possibility of further extending the campaign nationwide early next year.

This is the first regional branding campaign operated by Trans World that executives believe will raise the company's profile and position it as the place to go for all kinds of entertainment. The company has spent the last year or so changing the names of most of its stores to F.Y.E. and the branding campaign is the next step in the turnaround strategy.

"The whole idea is not to sell products as much as to sell the brand and get people to remember it," Trans World chairman and ceo Robert J. Higgins said.

Officials would not say how much the campaign is costing, but made it clear it is a significant investment.