As parents compete to deliver the “it” toy of the holiday season, Toys R Us has launched a multimedia campaign to define itself as the go-to toy experts for this year’s gift-giving season.  The TRU News Network campaign, which was developed in partnership with the Toys R Us PR team and Escape Pod advertising agency, features children as television news personalities.

The campaign features more than 70 spots. The spots include children as reporters, producers and technicians, delivering toys news with demos, statistics and live updates from on-the-scene reporters. Styled like a nightly news show, each video opens with the TRU station call letters and the tagline “All the toys, all the time.” The videos, some of which will be commercials, are also featured on the company’s social media community pages on Youtube and Facebook. Tru news topics include the 2012 Holiday Hot Toy List and Being a “Toys “R” Us Kid.”  The “Toys “R” Us Kid” segment is a part of larger push by the company to share the Toy’s R Us Kids theme song, which originated in the 1980’s,  with a younger generation of children.

“At Toys”R”Us, we’re so proud of our brand heritage, and the holiday season is the perfect time to showcase a nostalgic centerpiece of the company’s history –  the Toys”R”Us jingle – for today’s generation of Toys”R”Us kids, as well as those who remember it so fondly from their own childhood,” said Peter Reiner, Senior Vice President, Marketing, Toys”R”Us, U.S. in a media release. “Through a multi-faceted campaign, our customers can celebrate this time-honored tune in all-new ways, as we leverage social media to encourage Facebook fans to record and share their version of the jingle and provide them the opportunity to join daily in-store sing-alongs.”

Toys “R” Us is also using the twitter hashtag #HotToys to encourage conversation between parents, the brand and among themselves. How is your company using social media to leverage customers during the holiday season? As a creative marketing firm, JASE Group, LLC can assist your brand with developing results-driven marketing campaigns. 

Toys R Usimage credit: heath_bar on Flickr

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