Toys “R” Us Asia’s newest campaign is “We Time, Play Time,” a program that inspires kids and families to enjoy play time in the moment with each other.

The highlight of this campaign is the company’s collaboration with MGA Entertainment for the first-ever Miniverse activation in Asia. Participating stores will have a Miniverse-themed area where kids can sit in Make It Mini Diner Experience booths and craft their own mini products.

“Toys have the power to strengthen bonds and forge cherished memories, whether it’s within families, among friends, [or even between] colleagues,”  says Adelene Teo, General Manager of Toys “R” Us Singapore, Brunei and Thailand. “Through teamwork, challenges, laughter, and not to mention endless fun, toys, such as board games, puzzles, collectibles, and even sporting games, unite all. ‘We Time, Play Time’ aims to highlight the significance of these play experiences and encourage people to create invaluable quality time with toys during the most significant occasions.”

“We are pleased to continue to strengthen our relationship with Toys “R” Us in Asia to bring the first ever MGA’s Miniverse Make It Mini Diner Experience to consumers in eight markets just in time for Chinese New Year holiday celebrations,” says Isaac Larian, Founder and CEO of MGA Entertainment. “This interactive experience allows visitors to create their very own MGA’s Miniverse collectible to take home and see the entire array of collections available in the range.”

The experience launches today, Jan. 16. 

About the author

Ashley Pelletier

Ashley Pelletier

Ashley is assistant editor for The Toy Insider, The Pop Insider, and The Toy Book with a Master's in journalism from Quinnipiac University. When she isn’t writing her latest story, she is reading a fantasy novel or rewatching one of her three favorite TV shows over and over again. She’s also a big fan of showing people pictures of her two dogs and cat.