Toys R Us launches 3D site to promote Toy Story 3 release

May 12, 2010 2:25

Toys R Us is promoting its association with Disney-Pixar’s latest animated movie Toy Story 3, with the creation of a 3D microsite.

Toys r Us, Mumbrella

Created by digital agency Citrus, the site aims to link the 3D release of the movie in June – with 3D glasses available in Toys R Us stores.

The site, which will have its full launch tomorrow, features exclusive Toy Story 3-branded content, including downloads, videos, games and a trip to Disneyland competition.

The retailer stocks Toy Story merchandise. In Australia, Toys R Us has over 30 stores, with the first opening in September 1993.

Toys R Us was founded in Washington in 1948 by 25-year-old American entrepreneurial, Charles Lazarus.

Credits:

Creative: Steven Skrekovski, Citrus
Client services: Zoe Philactides
Client: Beth Glancey, Toys R Us
Disney: Lian Smith

Tim Burrowes

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.

topics 3D Citrus digital agency

Comments: 8

It's all white 12 May 10

Can’t see anything past the home page using Firefox – it’s all white…hope they fix that before it goes public

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DTL 12 May 10

But is the white screen in 3D?

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Camille Alarcon 12 May 10

Hi guys,

The site has gone up, but it won’t be fully functional until tomorrow when it actually launches.

So please do keep that in mind if you click onto the link today.

Cheers,

Camille – Mumbrella

franksting 12 May 10

Does it work on an iPad or will Steve have to call Disney again? http://www.flickr.com/photos/gruber/4594658152/

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rob 12 May 10

It seems like a crime to take these beautifully crafted assets that have taken years to perfect and create, only to wash them out with those horrible 3D glasses. I’m looking forward to this 3D fad dying a quick death.

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Chronology Advocate 13 May 10

Stay tuned for mumbrella’s next exclusive – best of the web 2013.

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Mr Corbett 13 May 10

No sorry this doesn’t work for me.
So we are seriously expecting someone to get to this site and see that it is 3D… jump on the bus or get their parents to get in the car…drive and try and find one of only 30 stores to get a pair of 3D glasses…get back on the bus or into the car…come all the way home…get back online to see the site. No sorry, that is not realistic and simply not good thinking. Sorry there is no way that this thinking should have got through to implementation – it should have stopped when someone said…”but hold on…no one is going to bother to get all the way to a Toys’R US just to get a pair of glasses to see a site”.
I know it is easy to criticise other’s work and for that I am sorry – but this site was not built with the best interests of the client at heart. This was built for the portfolio of the agency. I will eat my hat if they get more than a couple of hundred people using the site with a pair of glasses. Work out that CPA on a site visitor.
It would have been mildly more realistic if they had put the glases in a 7Eleven for example – at least where you might be able to pop around the corner to one on your normal journey back from school.

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steve 13 May 10

Simon, that would depend entirely on how loud the children scream.

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