Champions of Play
Boredom. Free time. Unstructured play. These are keys to unlocking a child’s greatest potential. But experts agree that parents unintentionally treat childhood as a time for early resume-building instead of a time for creative freedom.
Toys“R”Us said, “No more!” with the launch of Today We Play, our purpose-driven strategy change from “world’s greatest toy store” to becoming a champion of children’s right to free play.
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.
Space to play
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.
Try this at home
Play Recipes were produced by our inhouse content team to inspire free play in social channels. Definitely try this at home:
More fun on tour
One of several activations in key markets across the U.S., a giant Etch A Sketch installation and digital screen takeover invited commuters to play at New York City’s Fulton Street subway station.
The “Today We Play Fan Van” made tailgating at college campuses more fun for kids of all ages. Because there’s always someone in the crowd who doesn’t wanna grow up.
Ava weighs in
A partnership with influencer Ava Ryan and “Toy Box Season 2” drove incremental sales of the featured toy, and over 25M impressions with a 607% ROI.
The impact
Customers applauded the brand’s advocacy of what they agreed are essential elements in a child’s development.
Then just one week after launch, Toys“R”Us filed for Chapter 11, and the campaign message was overwhelmed by the news. The silver lining: A small group of leaders stood up to keep teams united in purpose and focused on strategies we knew would make a difference. Crushing debt ultimately settled the company’s fate, but the growth experience and mutual respect built among this group through these extraordinarily challenging times is a gift that lasts.
