“Kids Are a Big Deal” in New Toys“R”Us Holiday Marketing Campaign

National Advertisements Showcase Company’s Exceptional Value Offerings and Breadth of Selection While Celebrating the Heritage of the Toys“R”Us Brand

Today, Toys“R”Us unveiled the company’s new holiday marketing campaign, designed to demonstrate its authority position in toys and leverage the nostalgia of the Toys“R”Us brand. The campaign also creatively articulates the company’s unique focus on kids and value by introducing a new tagline, “Where kids are a big deal.” Beginning next week, television and radio advertisements will air nationally, followed by impressions in print marketing vehicles, including the highly anticipated Toys“R”Us Big Toy Book.

Television spots are scheduled to air on more than 20 major television and cable networks beginning October 22 and will continue throughout the holiday season. The series of 12 themed commercials features parents celebrating their children and each ends with the tagline, “Where kids are a big deal.” The spots will introduce a contemporary version of the iconic “I’m a Toys“R”Us Kid” jingle while highlighting the company’s unrivaled product assortment and exceptional values for holiday.

“At Toys“R”Us, we love kids, and we want to help parents make a big deal about their children this holiday season,” said Greg Ahearn, Senior Vice President, Marketing and eCommerce, Toys“R”Us, U.S. “Our new campaign shows parents looking for the perfect gift and incredible values that Toys“R”Us has something special for every child and every budget. It also reminds everyone about the magical experience in stores by bringing back the famous, ‘I’m a Toys“R”Us Kid’ jingle.”

Each commercial in the campaign begins with the company’s iconic song. Animation then takes viewers on a trip through a magical world of toys and fantastic value offerings, highlighting hot items, the largest selection of in-stock products and great deals parents can expect to find during a visit to a Toys“R”Us store. Different spots for events, such as the arrival of the Toys“R”Us Big Toy Book, special sales and Black Friday, showcase the company’s vast assortment of products and dominance in toy brands such as Fisher-Price, Leapfrog, LEGO, Hasbro and more. Additionally, one commercial highlighting gifts for Three Kings Day will run in Puerto Rico with the tagline, “Los Ninos Primero!”

As the nation’s leading dedicated specialty toy retailer, the creative execution expresses a parent’s ultimate desire to see a smile on a child’s face when they open the perfect gift on Christmas morning. The new campaign was developed by the Toys“R”Us in-house creative team in partnership with PRPC Partners, a creative boutique based in New York and Chicago.

The commercials will air in both English and Spanish during high-profile morning, afternoon and primetime shows, including 30 Rock, Deal or No Deal, the Ellen DeGeneres Show, Good Morning America, Live with Regis and Kelly, the Today Show and more. National network and cable stations include ABC, NBC, CBS, Lifetime, TBS, Bravo, USA, ABC Family, Univision, Telemundo, and Galavision.

The campaign includes 10 additional commercials showcasing the unique and differentiated product assortment available exclusively at Toys R”Us. This series of advertisements features children playing with toys available only at Toys“R”Us and will air on kid-focused programming on Nickelodeon, Nicktoons, Cartoon Network, Toon Disney and more.

About Toys“R”Us, Inc.

Toys”R”Us, Inc. is the world’s leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1,500 stores, including 585 Toys”R”Us stores and 262 Babies”R”Us stores in the U.S., more than 690 international stores in 33 countries, which includes licensed and franchise stores, and through its Internet site at www.Toysrus.com.
Contacts

Toys“R”Us, Inc.
Kathleen Waugh, 646-366-8823/973-617-5888
waughk {at} toysrus(.)com
or
Bob Friedland, 646-366-8862