Toys'R'Us tackles the holiday with new marketing campaign

Toys"R"Us has unveiled its 2013 holiday marketing plans, including a new television campaign that positions the store as the go-to destination for toys this holiday season.



The broadcast commercial, which began airing on Sunday, Oct. 20, features a group of children who think they're going on a field trip to "Meet the Trees" and end up at Toys"R"Us instead.



The new TV ads are the centerpiece of a fully integrated marketing campaign, encompassing digital, radio and print advertising. As such, the spots, which will air on all major networks and cable stations throughout the holiday season, showcase the hashtag #WishingAcccomplished allows parents to share the purchases they have made online, which allows the company to expand its digital reach to a greater audience.



"While the holidays are a busy time for families, we wanted our new marketing campaign to cause viewers to pause and be reminded of the true joy that lies at the center of gift-giving. At Toys"R"Us, we are uniquely positioned to bring smiles to children's faces — our stores are a quintessential wonderland for kids and kids at heart," said Peter Reiner, SVP, marketing. "We also wanted to clearly illustrate our number one objective, which is to help make shopping for kids even easier and more enjoyable for moms and dads. From Free Layaway to Price Match Guarantee, which now includes online retailers, we're pulling out all the stops to help gift-givers get their 'Wishin' Accomplished' at Toys"R"Us."



While the commercials feature a broad selection of toys, including those that parents and kids can only find at Toys"R"Us this holiday season, each spot also calls attention to a number of services the store is offering, including:



Free layaway, which will be offered through Dec. 15 with no upfront service fee and no minimum purchase requirement. New this year, after an order is created in-store, subsequent payments can be made online at Toysrus.com.