Champions of Play Celebrate Kids’ Creativity in New Holiday Marketing Campaign and “Kick” off Partnership with the Christmas Spectacular Starring the Radio City Rockettes to Ring in the Christmas Season

Wayne, NJ (October 26, 2017) – Kids know that Santa makes his list and checks it twice. That’s why today, Toys“R”Us® is helping support parents by giving kids an early reminder through its new 2017 holiday campaign: “The Naughty List Is Not An Option.” Customers watching TV at home may wonder if our marketing experts took a page from their real lives for this year’s ads. Kids, parents and gift givers will be treated to more than 20 broadcast spots (15 and 30-second ads) that portray the hysterical lengths that our little ones go through to avoid the naughty list, like trying to pay for dinner with MONOPOLY money or cooling off a parent who’s deep in spin class using The Ultimate Guide to Play holiday catalog as a paper fan.

Beyond TV, the campaign will be digitally led through social media, online video, original content, partnerships and the company’s loyalty program – all designed to build on the company’s mission to set play free. Kids will also notice their favorite big brands highlighted in the ads including HASBRO, Mattel®, LEGO®, MGA Entertainment® and Fisher-Price®.

Additionally to help everyone get in the true holiday spirit, Toys“R”Us is partnering with a fellow iconic brand – the Christmas Spectacular Starring the Radio City Rockettes. From early November throughout the holiday season, Toys“R”Us will take over Radio City Music Hall’s 6th Avenue Store (1270 Avenue of the Americas, New York, NY 10020) with an out-of-the-box experiential shop.

“Our mission is to set play free and unleash kids’ creativity and imaginations. And as grownups, we all know that during the holidays kids use every bit of creativity to ensure they stay in their parents’ good graces and on the nice list to get the toys they really want,” said Carla Hassan, Executive Vice President, Chief Marketing Offer, Toys“R”Us. “Our ‘The Naughty List Is Not An Option’ campaign was inspired by these kids – some of our most loyal customers – and we are very much looking forward to seeing the laughs it brings to the big kids, too!”

As an added bonus, show-goers attending the Christmas Spectacular Starring the Radio City Rockettes will find a complimentary Babies“R”Us stroller check inside Radio City Music Hall, making parenting even easier while seeing the show.

For more information, visit the official blog, No Assembly Required. To download multimedia, including TV spots and high-res images, please click here.

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 885 Toys“R”Us and Babies“R”Us stores in the United States, Puerto Rico and Guam, and in more than 810 international stores and over 255 licensed stores in 38 countries and jurisdictions. With its strong portfolio of e-commerce sites including and, the company provides shoppers with a broad online selection of distinctive toy and baby products. Toys“R”Us, Inc. is headquartered in Wayne, NJ, and has nearly 65,000 employees 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. Over the past three decades, the Company has given more than $100 million in product donations to children’s charities. Since 1992, the Toys“R”Us Children’s Fund, a public charity affiliated with Toys“R”Us, Inc., has also donated more than $130 million in grants. For more information, visit or follow @ToysRUsNews on Twitter.