Toys R Us, the largest toy retailer in the world, wants to assure parents through Facebook, Twitter, and YouTube videos that they can count on it.
Last month, the company launched a series of ads and online videos in which kids serve as “anchors” of a toy-centric news network aimed at cluing parents in to the big kid trends.
“This is really a way for us to communicate our unique strength as a toy authority,” says Adrienne O’Hara, the retailer’s public relations manager.
Along with a huge Facebook push for its Toys for Tots campaign and a sweepstakes that will bring one lucky Black Friday shopper to Toys R Us one hour early, the brand is establishing a prominent online presence as the holidays approach.
The Toys R Us PR team worked with advertising agency Escape Pod to develop the TV ads and videos that they call the TRU News Network, which feature two child “anchors” discussing the big kid news of the holiday season. Escape Pod pitched the idea to Toys R Us and the company agreed, because “it really speaks to a lot of our key strengths as a company,” O’Hara says.