Toys"R"Us Campaign Celebrates Kids, Adds New Tag

Toys Leveraging the nostalgia of its brand (yes, it's that old), Toys"R"Us on Friday introduced its holiday marketing campaign, including a new tag line: "Where kids are a big deal."

Beginning this week, television and radio spots will air nationally, followed by impressions in print marketing vehicles, including the Toys"R"Us Big Toy Book.

Television spots are scheduled to air on more than 20 major television and cable networks beginning Wednesday, and will continue throughout the holiday season. The series of 12 themed commercials features parents celebrating their children.

The spots will introduce a contemporary version of the iconic "I'm a Toys"R"Us Kid" jingle while highlighting the company's product assortment and values for the holidays.

Each commercial begins with the company's iconic song. Animation then takes viewers on a trip through a world of toys and fantastic value offerings--highlighting hot items, the largest selection of in-stock products and great deals that 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 and Hasbro.

In addition, one commercial highlighting gifts for Three Kings Day will run in Puerto Rico with the tagline "Los Niños Primero!"

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 prime-time 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 featuring 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.

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