Today We Play: Toys”R”Us Celebrates Classic Holiday Campaigns


Toys "R" Us - Jenny Lewis

Toys”R”Us has launched a new holiday ad, celebrating its role as kids’ favorite holiday destination for 70 years and counting. As timeless Christmas classics begin to roll out on TV, that magical store for generations of Toys“R”Us kids has a special holiday message of its own: you can count on us to be here. It all falls under the brand’s new “Today We Play” platform which launched this Fall.

The :30 second nostalgic romp, created by BBDO Atlanta, begins with vintage footage from 1978 through the 80s and 90s all the way to present-day, featuring a remix of the famous “I don’t wanna grow up” jingle, sung by artist Jenny Lewis. Lewis (above) was a child actress in early Toys “R” Us commercials who can be seen in this spot and went on to form the band Rilo Kiley before releasing three solo albums.

The ad begins in 1976, the year the animated “Toys R Us Time of Year” Christmas commercial first aired. The ad features the company’s iconic mascot, Geoffrey the Giraffe, and his family traveling to and then exploring the magic of being inside a 1970s Toys R Us store.

This special new Christmas card of a spot will run on television through the holiday season alongside the brand’s promotional holiday campaign, “The Naughty List Is Not An Option,” which launched earlier this season.