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Toys R Us begins cinema promotion with Cineplex

Toy retailer Toys R Us Canada has begun a national promotion in association with cinema chain Cineplex Entertainment. During the initiative, Cineplex's Mini Combo concession product will display the Toys R Us brand, either alone or co-branded with specific family or action movies. Through the holiday season, the combos will include one of three holiday-themed wristbands.

Toys R Us and Cineplex will also offer co-branded private party packages, including an in-theatre party room, games presented in association with Hasbro and Disney, a host, reserved movie seating, mini combos for attendees and a coupon. Cineplex's pre-show will also feature a segment called Toy Box that will focus on 12 toys on the Toys R Us 2014 hot Toy list. The 30-second segments will run nationally until the end of December.

In addition, the company's Babies R Us division will sponsor the Cineplex's Stars and Strollers program for parents with infants.

"Cineplex has long been the destination for a night out at the movies and we're delighted to bring family favourite and action-packed movies to life through toys," said Liz MacDonald, vice-president of marketing and store planning at Toys R Us Canada. "Movie character toys have always been popular in our stores, and are among the top trends this holiday season. Branded concession programs and toys allow kids to continue the narrative by playing with them long after the film is over."

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