Tanya Kostiw

oys ‘R’ Us is asking consumers to tap into those kinds of memories and their inner child with a campaign in recognition of its 30th anniversary in Canada. Working with agency Open, it features a video, with production by Descendants, called “I Will Always…” in which children and adults alike pledge to partake in some sort of youthful activity such as always loving insects or sleeping with a teddy bear. Consumers are also invited to take an oath to “never grow up” on Facebook (developed by A Nerd’s World) or tweet with the hashtag #nevergrowup. Additional campaign elements include a digital buy on sites mothers and families with children visit; a month of in-store events, including some with partner brands such as Mattel and Lego; 30 days of deals; a coupon booklet; offers with Air Miles; a Lego giveaway and a nod to retro toy brands it has carried for more than 30 years, such as Cabbage Patch Kids and Teenage Mutant Ninja Turtles, with a timeline. Additional agency partners include RCCI and Paradigm PR.

http://strategyonline.ca/2014/09/29/toys-r-us-calls-upon-the-young-at-heart/