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NEW YORK Toys “R” Us will launch an integrated campaign on Sept. 28 supporting a new alliance with the NBC game show Deal or No Deal when the program’s host Howie Mandel will make a personal appearance here at its Times Square store.
Licensing agency JTMG, Danville, Calif., brokered the partnership between the retailer and Netherlands-based Endemol USA, producer of the show.
An integrated marketing campaign will tout the promotion via 30-second TV spots and a teaser campaign airing on NBC and cable stations across the country and circulars running in 140 newspapers from Oct.
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