China Toy Fair


Toys “R” Us Unwraps Its “Make All Their Wishes Come True” Marketing Campaign

toysrusToys “R” Us has unveiled its holiday marketing plans, including a new TV campaign that allows parents and gift-givers to experience Toys “R” Us through kids’ eyes. The commercial, which began airing on October 20, takes viewers on an amusing journey, as a group of children who think they’re going on a field trip wind up at Toys “R” Us with free reign over the aisles.

The new TV ads are the centerpiece of a fully integrated marketing campaign encompassing digital, radio, and print advertising. Created in partnership with Chicago-based creative agency The Escape Pod Agency, the spots will air on all major networks and cable stations, such as A&E, Lifetime, HGTV, TLC, and Food Network, among others. Top national morning and syndicated talk shows will also air the commercials, which feature the hashtag, #WishinAccomplished, throughout the holiday season.

Mattel to Produce Board Games From NBC’s “Minute to Win it”

NBC Universal Television Consumer Products Group and Joy Tashjian Marketing Group, LLC, have announced a deal with Mattel, Inc., to produce a line of board games based off the television show Minute to Win it.

Minute to Win it is hosted by Guy Fieri (from Food Network’s Diners, Drive-Ins and Dives) and has average people perform a series of challenges with household products for a chance at winning $1 million. The hour-long episodes have competitors complete 10 one-minute challenges, which increase in difficulty. Challengers are given the opportunity to walk away with the money they have earned at various points throughout the game and are encouraged to practice the games at home.

Games include “Hanky Panky,” where a contestant must pull out all the tissues from a box using only one hand; “Egg Roll,” where a contestant fans three eggs with a pizza box into a designated target area; and more. Mattel’s board games have a tentative market date of Q4 2010.