Hasta La Creative!

The return of “Will & Grace” may not have put up Must-See TV numbers, but Thursday night’s premiere delivered the highest ratings for an NBC sitcom in five years.

According to Nielsen fast national data, “Will & Grace” averaged 10 million viewers and a 2.9 in the demo, which works out to a hair under 3.75 million adults 18 to 49. This marks the Peacock’s most robust delivery of advertiser-coveted viewers in a comedy since the Matthew Perry vehicle “Go On” drew a 3.4 in the so-called dollar demo, or 4.32 million adults 18 to 49, in its Sept. 11, 2012, time-slot premiere.

“Will & Grace” now stands as the second-biggest comedy premiere of the young broadcast season. On Monday night, CBS’s “Big Bang Theory” prequel/spinoff “Young Sheldon” bowed to a staggering 17.2 million viewers, a 3.8 in the 18-to-49 demo and a 5.5 among the network’s target audience, good for 6.64 million adults 25 to 54.

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Toys R Us wants consumers to know it’s business as usualor actually, less business and more play.

The beleaguered toy retailer, which filed for Chapter 11 protection Sept. 18, unveiled a new brand messaging, “Today We Play,” this week. Created with agency BBDO, the campaignwhich a Toys R Us spokeswoman noted was in the works for months, and not a result of the bankruptcy filingis meant to showcase Toys R Us as a brand of play and fun.

In one 60-second anthem TV spot, a young girl rallies a crowd of costume-clad kids to move beyond the tedium of academic lessons and instrument-practicing that their parents push. “Playing is the most fun thing in the whole universe and it’s being taken away,” the pint-sized ring leader cries. “I say today, we play!”

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TunesMap, which offers a feed of videos, photographs and links to related material when songs are streamed, will make its debut as an Apple TV app in November.