Champions of Play
Boredom. Free time. Unstructured play. These are keys to unlocking a child’s greatest potential. But experts agree that parents can (unintentionally) treat childhood as a time for early resume-building instead of a time for creative freedom.
Toys“R”Us said, “No more!” and shifted its strategy from being the world’s greatest toy store to becoming a true champion of play. Today We Play was a purpose-driven platform launched with an integrated campaign, new play areas in stores and activations advocating for kids’ right to free play.
Directed by Shawn Levy (Night at the Museum), the campaign’s manifesto was captured in The Great Speech :60/:30/:15 video for television, OLV, digital and social media, and for the website landing page.
A new space to play
Lively posters elevated the store experience, and the introduction of Play Labs for kids of all ages made it easy and fun to try out new toys.
More fun at home
An inhouse content studio was set up to produce always-on social content, including a series of Play Recipes inspiring free play. You should definitely try this at home:
Taking the fun on tour
A series of playful activations were hosted in communities across the U.S. At the Fulton Street NYC subway station, a giant Etch A Sketch and digital screen takeover invited commuters to sketch and to share their stories in social.
The “Today We Play” Fan Van toured college campuses across the country, bringing fun for kids of all ages. Because there’s always someone in the crowd who doesn’t wanna grow up.
The impact
Feedback from customers in stores, at the events, in focus groups and social media was overwhelmingly positive. Parents applauded the brand’s advocacy for something they agreed is critical for a child’s development.
And then, just one week after launch, Toys“R”Us filed for Chapter 11 and the campaign message was overwhelmed by the news.
But there is a silver lining. A small group of leaders stood up to keep the organization united in purpose and focused on strategies we knew would make a difference. Though the company’s crushing debt ultimately settled its fate, the growth experience and mutual respect built among this group through these extraordinarily challenging times is a gift that lasts.
