Toys“R”Us is a leading toy retailer in the Philippines. Since opening its first store in 2006, it has grown to over 41 toy stores and 52 Toy Box sections in Robinsons Department stores. Each year, Toys”R”Us unveils a new line of toys and educational tools marketed to infants and toddlers.
Toys“R”Us recognizes the importance of the infancy years, especially when it comes to shaping their minds. Babies absorb knowledge like a sponge, and parents want to provide the best possible tools their baby needs to maximize this formative process. Given this, Toys“R”Us needed a social media campaign that featured their new line of baby toys—from mobile gyms to singing books—for parents to consider adding to their educational arsenal.
Toys“R”Us has already made a name for itself as a purveyor of fun. But with this campaign, we sought to make them leaders in educational fun as well. We invited parents over to Toys“R”Us “FUN-iversity,” and explored the value of fun in shaping young minds and the importance of making the learning process a blast.
We made it a point to delineate the various educational areas Toys“R”Us can further enrich, such as toy trombones and xylophones for musicality, and mobile gyms and bouncing balls for physicality. We also ran with the university motif and illustrated babies listening to college lectures and taking tests!
The result was an adorable campaign that adequately featured Toys“R”Us impressive range of baby educational toys and emphasized the advantages of making learning fun. Thanks to this campaign, new parents began to view Toys“R”Us as a trusted partner in raising their babies.