Toys ‘R’ Us to launch integrated holiday campaign

Toys “R” Us will launch its integrated 2011 holiday advertising campaign on Oct. 30., featuring direct mail, email, social media and TV elements.

The toy retailer will send its annual holiday catalog to “millions of consumers” on Oct. 30, said Adrienne O’Hara, PR manager at Toys “R” Us. The catalog will also be inserted in newspapers across the country, she said. O’Hara said the brand produced the catalog in-house.

Email messages featuring offers and promotions will be sent to the company’s email database “on a regular basis” throughout the holiday season, O’Hara said. “Rewards ‘R’ Us” loyalty program members will be offered a 10% cash back reward on all purchases from Oct. 30 throughout the season.

Toys “R” Us will run two ads starting Oct. 30 pulled from the company’s archive to draw “an emotional connection for parents who reminisce about being Toys “R” Us kids and to excite children who are Toys “R” Us kids now,” said O’Hara. For this campaign, a current Toys “R” Us tagline, “Still the World’s Greatest Toy Store,” will be added to the end of each commercial. The ads will air on ABC, CBS, The CW and NBC, as well as various cable stations. The retailer did not work with an agency to update the ads.

In a second campaign, the Rotter Group helped Toys “R” Us develop more than a dozen TV advertisements promoting the company’s exclusive brands. Each advertisement will feature another brand tagline, “Toys ‘R'” Us – The World’s Greatest Toy Store.” The ads will air on Cartoon Network, Nickelodeon, Nicktoons and Disney XD, with select commercials airing on ABC Family, Bravo, Hallmark Channel, Lifetime Network, TBS, TLC, TNT and USA Network, among others.

The retailer worked with Rosenbaum Advertising on a third TV advertising campaign promoting exclusive toys and deals. The advertisements will feature the tagline, “They want it! We’ve got it! Only at the World’s Greatest Toy Store. Toys ‘R’ Us!” The spots will be emailed to the company’s database and featured on the company’s Facebook fan page, and on its YouTube channel.

O’Hara would not reveal the campaign’s budget.

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