Days After Filing Chapter 11, Toys R Us Is Ready to Play
Posted in: Uncategorized
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!”
Post a Comment