Home > Encyclopedia of Major Marketing Campaigns > Toys "R" US, Inc.

• I'M A TOYS "R" US KID Campaign
• Even Barbie Is a Toys "R" Us Kid
• Further Reading

461 From Rd.
Paramus
New Jersey
07652
USA
tel: (201)262-7800
fax: (201)845-0973
website: http://www.toysrus.com

I'M A TOYS "R" US KID Campaign

Overview

An advertising campaign that showed children happily playing with toys while singing "I don't want to grow up. I'm a Toys 'R' Us kid" helped Toys "R" Us, Inc., become the leading toy retailer in the world. Stressing the idea that people never outgrew their love of toys and the joy of childhood, the advertisements appealed to both children and adults. The campaign was launched in 1982 and ran with hundreds of variations,...