Toys “R” Us Rebrands with “Today we Play”

ToysRUsPlayLabToys “R” Us officially announced its new brand positioning as “Today we Play,” encouraging kids to go out and play, citing that kids today have less free time to play. The retailer will launch new programs and initiatives to encourage unstructured play. 

This fall, Toys “R” Us will launch Play Labs at 42 stores for kids and parents to play with toys of the holiday season before purchasing them. The company will also be Seasonal Toy Demonstrator roles in its stores to show how toys work to parents and kids, and is now accepting job applications for part-time holiday position at stores and distribution centers around the country.

Toys “R” Us will visit select college campuses this fall with a van filled with toys for students to play. For the first time ever, the retailer also will participate in New York Comic Con with a shoppable booth for fans.

In addition, Toys “R” Us will unveil a massive Etch A Sketch at the Fulton Street Subway Station in New York City. The company also teased a new app to bring stores to life and a partnership with New York City’s famous Christmastime squad.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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