Imagine the potential
Experts say that boredom, free time, and unstructured play are key to unlocking a child’s greatest potential, and this drove the “world’s greatest toy store” to become the champion of children’s right to free play.” Parents applauded Toys“R”Us for its advocacy in Today We Play, our integrated brand experience and launch campaign developed in partnership with agencies and internal teams. Soon after, Toys“R”Us filed for Chapter 11, and despite the news our partnership with influencer Ava Ryan and “Toy Box Season 2” delivered incremental sales and over 25M impressions with a 607% campaign ROI.
The integrated campaign launched with The Great Speech directed by Shawn Levy (Night at the Museum) for television, OLV, social media, and the website experience.
Play Labs were introduced in stores for kids young and old to try out the hottest toys, with activities, demos and signage to raise the energy and excitement.
In key markets across the U.S., a giant Etch A Sketch installation and digital screen takeover invited commuters to play.
The “Today We Play Fan Van” made tailgating at college campuses fun for kids of all ages. Because there’s always someone in the crowd who doesn’t wanna grow up.
Play Recipes were produced by our inhouse content team to inspire free play in social channels. Definitely try this at home.
Influencer Ava Ryan and “Toy Box Season 2” drove incremental sales of the featured toys, and with over 25M impressions significantly exceeded campaign ROI.
