How do you bring toys to life?

Research showed that a lot of millennial moms hadn’t set foot in a TRU since they were kids themselves.

So we took them on a dramatic and heart-rending tour of a store. 

Toys R Us
Toys R Us 2
Toys R Us 1

We partnered with viral sensation Action Movie Kid (and his dad, who was a VFX supervisor at DreamWorks)

to create a campaign that brought toys to life.