Toys ‘R’ Us Dreams Up New Holiday Campaign

Toys “R” Us today introduced a holiday campaign that evolves the brand’s well-known jingle and carries a new tagline to resonate with contemporary kids. TV and radio ads will break nationally next week.

English and Spanish-language spots will run on 20-plus TV and cable networks on Oct. 22, including ABC, NBC, CBS, Lifetime, TBS, Bravo, USA, ABC Family, Univision, Telemundo and Galavision. They also will air during prime time shows like 30 Rock, Deal or No Deal and Live with Regis and Kelly. Each spot will end with the new tagline, “Where kids are a big deal,” to reinforce “our focus on providing the best and broadest assortment of kid-focused products,” said Greg Clark, U.S. vp of creative services at Toys “R” Us, Wayne, N.J.

There will be a series of 12 spots tied to specific events, such as the launch of the Toys “R” Us Big Toy Book and Black Friday. To accommodate Hispanic consumers that celebrate Three Kings Day, Toys “R” Us will run an ad in Puerto Rico with the tagline,