MLB DOESN'T WANT TO GROW UP, INKS DEAL WITH TOYS 'R' US

          Toys 'R' Us (TRU) has signed a two-year, "low-seven
     figure" sponsorship pact making it the "official toy
     retailer" of MLB and is "also shopping" for an NFL deal, as
     it "looks for sports-themed lures," according to Terry
     Lefton of BRANDWEEK.  The MLB deal, which comes as TRU is
     "remodelling 500 stores over the next two years, to include
     an expanded sporting-goods section," will launch this spring
     with a "sweepstakes dangling trips" to both the All-Star
     Game and the World Series.  TRU VP/Marketing Chuck Kremers:
     "We're aiming to become a real player in authentic sports
     equipment."  With the deal, MLB gains "some desperately
     needed exposure" among kids and a "commitment from TRU to do
     baseball themed advertising" (BRANDWEEK, 1/25 issue).