TRU Unveils New Ad Strategy

Toys “R” Us has a new brand campaign, designed in partnership with advertising agency The Escape Pod and “Action Movie Kid” YouTube channel creator Daniel Hashimoto, called “C’mon, Let’s Play.”

The national advertisements, which debuted Sunday, showcased the dedicated toy retailer’s ability to have fun and bring magical play moments to life through its distinctive shopping experience in Toys “R” Us stores and online at Toysrus.com.

The broadcast advertisements will also introduce the hashtag, #LetsPlay, as well as a new song written and performed by indie band Opus Orange and produced by Emoto.

The Toys “R” Us “C’mon, Let’s Play’” TV ads will air on all major networks and cable.

The company will also run its ads in movie theaters across the country, including AMC theaters during G and PG rated films, as well as the upcoming Teenage Mutant Ninja Turtles movie releasing August 8.

Additionally, Toys “R” Us has continued to invest in targeted, digital marketing efforts to develop meaningful customer relationships and further drive brand engagement. The strategy includes a cross-platform presence on desktop, mobile and tablet with premier placements on Hulu and Hulu Plus, among others. 

 In the upcoming months, Toys “R” Us will leverage its social media channels to share “C’mon, Let’s Play” content, including commercial clips, behind-the-scenes photos and video from the campaign shoot, and more. The company will also invite customers to share how toys inspire them in their everyday lives using the hashtag, #LetsPlay, which can be seen in the TV ad and in many of the Toys “R” Us print and digital marketing vehicles.

“Our mission at Toys “R” Us is to bring joy to the lives of our customers. We approach every aspect of our business thinking about how to make the shopping experience fun and engaging for kids and kids at heart,” said Hank Mullany, president, Toys “R” Us, U.S. “We’ve designed our new brand campaign to showcase how we, as a specialty retailer, have the unique ability to help stimulate kids’ imaginations with the innovative playthings we carry. It also allows us to shine a light on our employees and their expertise in assisting parents to select the perfect toys to create magical, memorable moments.”

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