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Kids Reclaim Playtime in Rousing Toys R Us Campaign

BBDO Atlanta launches ’Today We Play’ platform with spot directed by Pacific Rim Films’ Shawn Levy

Kids Reclaim Playtime in Rousing Toys R Us Campaign

This week, Toys R Us introduced a new brand platform, ‘Today We Play’, designed to position the brand as a leader and motivator in the movement to “set play free” for children. The campaign was born out of insights the brand found when it comes to play time e.g., kids today are over-scheduled and over-structured in their playtime. So whether it’s making a spaceship out of a box, opening up some of the hottest toys at their stores, or tossing a football on college campuses, Toys R Us is looking to drive awareness to the importance of play in children’s development and offering opportunities for kids (and kids at heart) to enjoy the freedom of play.
The Today We Play platform is being communicated via a variety of elements including partnerships, experiential, digital, advertising and more. At the centre is a new anthemic television commercial called ‘The Great Speech’.  It was directed by Shawn Levy.


Brand: Toys R Us

Creative Agency

Senior Producer: Chrissy Lucas (Atlanta)

Senior Business Director: Paul Roebuck (NY)

Producer: Marc Calamia (Atlanta)

Integrated Business Affairs Manager: Meg Foley (Atlanta)

Group Creative Director: Craig Miller (Atlanta)

Creative Agency: BBDO Atlanta and BBDO New York

Copywriter: Dylan Cimo (Atlanta)

Chief Creative Officer: Robin Fitzgerald (Atlanta)

Art Director: Jordan Sparrow (Atlanta)

Account Manager: Hannah Aaronson (NY)

Account Executive: Alex Denney (NY)

Music and Sound

Music Supervision: Emoto

Executive Producer: Paul Schultz


Head of Production: Annabelle Dunbar-Whittaker

Executive Producer: Amburr Faris

Editor: Frank Effron

Edit Company: Cut+Run

Post Production / VFX

Post Production House: Hero Post

Executive Producer: Molly Baroco

Production Company

Production Company: Pacific Rim Films

Line Producer: Denny Kennedy

Head of Production: Bryan Mitchell

Executive Producer: Annie Johnson

Director: Shawn Levy

Production Service

Production Service Company: Capital Media Company

Executive Producer: Christian Allen

Category: Sports and leisure , Toys

Genre: Comedy , Digital , People