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Toys R Us begins Never Grow Up campaign

Retail chain Toys R Us Canada has begun a promotion called "Never Grow Up," tied to its 30th anniversary. Consumers are invited to visit the company's Facebook page to sign a pledge to remain a child or a child at heart. Consumers are also encouraged to submit messages via Twitter describing the reason they will never grow up. As part of the social media component of the promotion, Toys R Us has released an online video called "I will always..."

The initiative will also include a month of in-store events, beginning on Sept. 27. These events will consist of product demonstrations, giveaways and activities based on various toy brands. The in-store component also includes the distribution of a coupon book and a series of Air Miles loyalty program bonuses. In addition, consumers who use an Air Miles card at a Toys R Us location will be entered into a draw for a trip to the Iberostar Bavaro Punta Cana resort in the Dominican Republic, from Marlin Travel.

"When our doors opened in 1984, Canadian families were lining up and excited to get their hands on toys and brands like Cabbage Patch Kids, Transformers, Lego, Barbie, Star Wars and My Little Pony," said Liz MacDonald, vice-president of marketing and store planning at Toys R Us Canada. "Now, 30 years later, nostalgic parents are buying the modern day versions of these for their children, signifying that not only have these brands stood the test of time, but that toys can have a special place in our hearts, even as adults. Since opening the doors to our first store in Brampton, we've expanded to more than 80 locations across the country, but we have always stayed true to our roots of being the place where kids and kids-at-heart never grow up."

The campaign was developed by Open of Toronto.

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