Toys″R″Us(R) Introduces 2011 Holiday Broadcast Campaign

Nostalgic Ads from Years Past Reintroduced to Celebrate Heritage of Toys"R"Us® Brand; Whimsical and Fun-Filled TV Advertisements to Showcase Company’s Differentiated Product Assortment and Hot Deals

October 28, 2011 // Franchising.com // WAYNE, NJ – Toys"R"Us® today unveiled its 2011 holiday advertising campaign, including a series of themed television commercials designed to showcase the company’s toy expertise and its unique strengths as a specialty retailer. As part of these plans, the company will air two beloved ads from its archives, which celebrate the heritage of the Toys"R"Us brand and the holiday memories it has helped to create over the years. Also included is a group of ads that feature products that cannot be found anywhere else as well as promotional ads that highlight the grand arrival of new toys, while articulating the great values being offered to consumers. These advertisements will run on major networks beginning this 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,” said Greg Ahearn, Chief Marketing Officer, Toys"R"Us, U.S. “It also evokes the joy and excitement of the wonderful new toys that have made their way to our stores just in time to fulfill the dreams and wishes of kids everywhere.”

Evoking Fond Holiday Memories: Classic Ads from the Archives

Leveraging the nostalgia of the Toys"R"Us brand, this holiday season, the company will celebrate its heritage by bringing back two commercials from the 1980s, allowing kids, parents and grandparents to relive the magic of browsing the aisles of their favorite toy store. The first retro ad features children singing the iconic “I’m a Toys"R"Us Kid” jingle as they play with perennial toy favorites like trains, bikes, dolls and more. The advertisement is sure to bring a wave of memories to kids and kids at heart. The spot ends with the updated tagline, “Still the World’s Greatest Toy Store,” emphasizing that, even three decades after these commercials aired, the global specialty retailer remains the holiday shopping destination where parents can help their kids’ dreams come true.

Toys"R"Us fans will also enjoy another popular commercial from the late 80’s in which Geoffrey the Giraffe takes his family – and viewers – on a trip through a snowy, animated world of bright holiday lights. Their destination – a Toys"R"Us store where colorful boxes overflow with wondrous toys. This classic advertisement features “A Toys"R"Us Time of Year,” a song that will strike a chord in the hearts of loyal customers.

These ads will begin airing on October 30 on major networks, including ABC, CBS, CW and NBC, as well as various cable stations.

The Hottest Toys of 2011: Available Exclusively at Toys"R"Us

With thousands of toys that parents and kids can only find at Toys"R"Us this holiday season, the company plans to air more than a dozen advertisements featuring a selection of the company’s exclusive brands, from the high-speed, stunt action of Fast Lane® JLX Matrix™, which will satisfy kids’ need for speed to the Imaginarium® City Central Train Table, with which future conductors can enjoy creative play. Viewers will also enjoy commercials featuring some of this year’s hottest toys available exclusively at Toys"R"Us, including SmarTrike from Smart Trike, Air Swimmers® eXtreme from Animal Planet™, My Keepon® from Wow! Stuff, The Trash Pack™from Moose Toys®and Moshi Monsters™ from Spin Master®.

Highlighting the unique and differentiated product assortment available at Toys"R"Us, while reaffirming the company’s specialty position as THE toy authority, each spot features the tagline, “Toys"R"Us – The World’s Greatest Toy Store.”

Advertisements will begin airing October 30 on Cartoon Network, Nickelodeon, Nick Toons and Disney XD, with select commercials airing on ABC Family, Bravo, Hallmark Channel, Lifetime Network, TBS, TLC, TNT and USA Network, among others, during the same time period.

A Parade of Unique Toys and a Kaleidoscope of Hot Deals

In conjunction with the release of The Great Big Toys"R"Us Book this weekend, the company will bring some of this season’s most unique toys and games to life in a collection of promotional advertisements that will shine a spotlight on exclusive toys, hot deals and big savings. One commercial, which will begin airing on October 30, will feature an animated parade of toys – found only at Toys"R"Us – including Moshi Monsters, the goofy garbage dwellers of The Trash Pack and a school of Air Swimmers eXtreme fish, making their way through a town adorned with Christmas décor. Also, racing in from Fast Lane, the Wild Fire R/C Monster Truck will be seen climbing rooftops as shoppers get movin’ and shakin’ with dozens of My Keepon toy robots dancing on a fabulous float. The spot will include the tagline, “They want it! We’ve got it! Only at The World’s Greatest Toy Store, Toys"R"Us!”

To reaffirm the company’s value proposition, Toys"R"Us will also air whimsical advertisements through December, which will have viewers feeling like they’re looking into their very own kaleidoscope of fun, filled with bright colors, eye-catching patterns and cool toys. These advertisements will showcase the company’s ownership of the season’s hottest toys, while telling shoppers about the latest deals and discounts.

To engage the online community, Toys"R"Us will feature many of these commercials on the company’s official Facebook fan page, Facebook.com/Toysrus, and on the Toys"R"Us YouTube channel, YouTube.com/ToysRUsOnline.

Go to the following link to download some of the commercials, as well as high-res screen shots: https://toysrus.sharefile.com/?cmd=d&id=f65ed947f9a9422a

About Toys"R"Us, Inc.

Toys"R"Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 873 Toys"R"Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 520 international stores and over 230 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.

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