A screenshot from Mastermind Toys’ “Let’s Play” brand campaign. | Source: Mastermind Toys

Canadian toy retailer Mastermind Toys just launched its first-ever brand campaign: “Let’s Play.”

“We believe that the world is better at play and that as Canada’s authority on play, it was time for a call to action for more play. That’s where the concept for ‘Let’s Play’ came from,” says Susan Anderson, vice president, marketing and brand, Mastermind Toys. “We partnered with The Local Collective to help us bring to life the sense of wonder and discovery that is core to the experience at Mastermind Toys, while also highlighting our world-class curation of toys and books that foster imagination and child development through play.”

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Mastermind Toys says that its “Let’s Play” digital videos will stream and be broadcast across multiple platforms throughout Canada.

If the brand messaging seems familiar, it may be due to its similarity to a long-running campaign in the U.S. starring a certain giraffe. Toys “R” Us launched its “C’mon, Let’s Play” brand campaign back in 2014. Recent relaunch efforts — including its short-lived concept stores in Texas and New Jersey — have included the “C’mon, Let’s Play” slogan on signage and branding elements.