Toys R Us begins new brand initiative
Toy retailer Toys R Us Canada has begun a new branding initiative. National television and radio advertising for the chain will now make use of the brand's old jingle, "I don't want to grow up. I'm a Toys R Us kid," first used in 1982 and retired in the 1990s. The effort also includes in-store materials as well as a modified logo for the brand incorporating a maple leaf.
"We're proud to have brought back our famous Toys R Us jingle as it is a profound part of our heritage and brings with it warm nostalgia," said company president Melanie Teed-Murch. "Here at Toys R Us Canada, we believe all kids have the right to play, so we encourage all Canadians to sing along to the jingle and spread the Toys R Us cheer to kids right across the country."