TOYS“R”US® BRINGS THE MAGIC OF PLAY TO LIFE WITH NEW BRAND CAMPAIGN, BECKONS KIDS AND FAMILIES WITH ‘C’MON, LET’S PLAY’

#LetsPlay Campaign Demonstrates How Toys Help Fuel Imagination and Inspire Children to Dream Anything They Want to Dream; Toy Retailer Taps Daniel Hashimoto of The ‘Action Movie Kid’ YouTube Sensation as Commercial Director


WAYNE, NJ (August 4, 2014)Toys“R”Us® today announced the details of its new brand campaign, designed in partnership with award-winning advertising agency The Escape Pod and ‘Action Movie Kid’ YouTube channel creator Daniel Hashimoto, that beckons, ‘C’mon, Let’s Play.’ The national advertisements, which debuted Sunday, August 3, showcase the dedicated toy retailer’s unique ability to facilitate fun and bring magical play moments to life through its distinctive shopping experience in Toys“R”Us stores and online at Toysrus.com.

Serving as inspiration for this new brand campaign was one of Hashimoto’s original ‘Action Movie Kid’ viral videos filmed at his local Toys“R”Us, which shows his 3-year-old son James playing with a toy light saber he picked up off the shelf and magically unleashing its powers via special effects, as though he were a real-life Star Wars® character. Leveraging his career in animation and after effects, Hashimoto set out to show the value of play and the remarkable potential a toy has to spark creativity when placed in a child’s hands. Sharing this vision, Toys“R”Us partnered with Hashimoto, who is represented by United Talent Agency, to direct its latest TV ads, which include 15- and 30-second spots that will serve as the cornerstone of the company’s broader ‘C’mon, Let’s Play’ marketing plan. The broadcast advertisements will also introduce the hashtag, #LetsPlay, as well as a new song written and performed by indie band Opus Orange, and produced by Emoto.

The first TV spots to air capture children playing with toys inside a Toys“R”Us store and illustrate how their imaginative dreams become a fun reality. Teenage Mutant Ninja Turtles gear, for example, magically transforms kids into their favorite superheroes. Playing with a beloved Imaginarium® train set unlocks a make-believe world in which a child becomes a railroad conductor. ‘C’mon, Let’s Play’ visually demonstrates that toys can help develop creativity, improvisation and social skills.

“Our mission at Toys“R”Us is to bring joy to the lives of our customers. We approach every aspect of our business thinking about how to make the shopping experience fun and engaging for kids and kids at heart,” said Hank Mullany, President, Toys“R”Us, U.S. “We’ve designed our new brand campaign to showcase how we, as a specialty retailer, have the unique ability to help stimulate kids’ imaginations with the innovative playthings we carry. It also allows us to shine a light on our employees and their expertise in assisting parents to select the perfect toys to create magical, memorable moments.”

The Toys“R”Us ‘C’mon, Let’s Play’ TV ads will air on all major cable networks, including ABC, CBS, NBC, as well as A&E, Animal Planet, Bravo, Cartoon Network, Disney XD, E!, Nickelodeon, Lifetime, Telemundo, TLC, TBS, TNT, Univision, USA, The Hub and Oxygen, among others. The company will also run its ads in cinemas across the country, including AMC theaters, during G and PG rated films, as well as the upcoming Teenage Mutant Ninja Turtles movie. Additionally, Toys“R”Us has continued to invest in targeted, digital marketing efforts to develop meaningful customer relationships and further drive brand engagement. The strategy includes a cross-platform presence on desktop, mobile and tablet with premier placements on Hulu and Hulu Plus, among others.

Throughout the coming months, Toys“R”Us will leverage its social media channels, including Facebook, Twitter, Instagram and The Toys“R”Us YouTube Channel, to share ‘C’mon, Let’s Play’ content, including commercial clips, behind-the-scenes photos and video from the campaign shoot, and more. The company will also invite customers to join the conversation online and share how toys inspire them in their everyday lives using the hashtag, #LetsPlay, which can be seen in the TV ad and in many of the Toys“R”Us print and digital marketing vehicles.

Please click here to download examples of the Toys“R”Us ‘C’mon, Let’s Play’ TV and Radio ads. Additionally, to download the new ‘C’mon, Let’s Play’ song, please click here.

Please click here to download high-res images and logos associated with Toys“R”Us ‘C’mon, Let’s Play,’ including behind-the-scenes photos from the campaign shoot.

About Toys“R”Us, Inc.
Toys“R”Us, Inc. is the world’s leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 878 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 705 international stores and over 190 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. Additional information about Toys“R”Us, Inc. can be found on Toysrusinc.com. Follow Toys“R”Us, Babies“R”Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.

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Media Contacts:
Toys“R”Us, Inc.
Adrienne O’Hara
(973) 617-4383
Adrienne.Ohara@toysrus.com

Bjorn Trowery
(973) 617-4380
Bjorn.Trowery@toysrus.com