• by Sarah Mahoney  @mahoney_sarah, October 31, 2011

Call it a throwback kind of Christmas: Toys R Us has kicked off its holiday ad campaign with two commercials from the ‘80s, which it says leverages nostalgia for both the brand and Geoffrey, its spokes-giraffe.

The Wayne, N.J.-based chain, which also just mailed its holiday catalog, says it is also running spots that feature exclusive toys. Ads kicked off on network TV over Halloween weekend.

"We believe our holiday marketing campaign speaks strongly to our toy authority position today and with the generations of kids who grew up with the Toys R Us brand," Greg Ahearn, CMO, says in its release.

One retro spot features kids singing the familiar "I'm a Toys R Us Kid" jingle, playing with timeless toys like trains, bikes, and dolls and more, tagged with its new theme, "Still the World's Greatest Toy Store."  In another, Geoffrey the Giraffe takes his family through a snowy, animated world of holiday lights and overflowing toy boxes.