Toys “R” Us Canada has hired 12-year-old Émile Burbidge from Saint-Bruno, Québec, as its new Chief Play Officer. As CPO, Burbidge will spend a year playing with and becoming an expert on the hottest new toys from Toys “R” Us and providing his recommendations to parents and gift-givers.
Burbidge will take part in English and French media appearances and attend events across the country on behalf of the company. To prepare for the role, he has been getting hands-on toy training with toy manufacturers and receiving the first delivery of the coolest new toys to his home. His first task will be to hit the road and share his top picks of toys for the spring.
Parents and guardians helped their kids submit a video online showing their passion for toys to apply for the CPO position. The top finalists then met with Toys “R” Us to show they had what it takes. Burbidge won with a pitch for why he should be the next CPO.
Alex Thorn previously served as CPO from August 2013 to December 2015, and has retired his position so he can focus on high school. His last task was to help pick his replacement.