Toys R Us’ Christmas ad confronts COVID-19, wants the festive season to be ‘one to remember’
Toys R Us’ Christmas commercial has leaned into the impact of the COVID-19 pandemic on this year’s impending festive season. Set inside, the first part of the ad features a child’s drawing with the message ‘Stay Safe’ blu-tacked to a window, parents working from home, a girl surveying a closed playground, and families on video calls, all set to a slow, emotional rendition of ‘Auld Lang Syne’.
But there’s a shift in the second half of the 90-second spot; the tempo of the song picks up, and children begin to feel the magic of Christmas-time as they send letters to Santa, unwrap presents, crack bon-bons, and are finally allowed to cuddle family and play outside.
Launching this week on the toy brand’s website, YouTube channel, and across social media, Toys R Us said that the ad, devised in-house, celebrates the importance of ‘love and connection’ when making this Christmas ‘one to remember’.
CEO Louis Mittoni said that as “custodians of tradition”, it was the toy company’s duty to remind customers of Christmas’ potential in a tough year.
“The gift of giving promotes feelings of gratitude and connection and Toys R Us hopes to be a part of facilitating the creation of lifetime memories in all children, young and young at heart, this Christmas,” Mittoni said.
“We look forward to providing families and gift-givers the widest range of toys this Christmas that will create memories to last a lifetime.”
Last week, it was announced that another toy business, Funtastic, is set to acquire Toys R Us’ parent company, Hobby Warehouse Group, which also owns Hobby Warehouse and Babies R Us. The proposal will be put to shareholders on 23 November.
Got a tip?
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
Linkedin