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.