Toys 'R' Us pitch: Kids find joy shopping here

Chura, Hillary; Petrecca, Laura
September 1999
Advertising Age;9/27/1999, Vol. 70 Issue 40, p91
Trade Publication
This article reports on the television advertising campaign created by Leo Burnett USA for Toys "R" Us, as of September 1999. The campaign is the first from Leo Burnett, which won the $75 million account in May 1999. The advertisements started on kid's cable programming. The commercials feature ethereal music and whimsical themes. The strategy is to convince parents of the wonderment Toys "R" Us can provide their progeny. The theme line is, It's all for them.


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