Toys R Us: Cowabunga

For this Toys R Us® campaign, we took an unconventional approach by placing three ads in a financial magazine, targeting adults who invest in collectibles for themselves. The ads drew on data showing that 30% of toy sales in 2023 came from adult buyers, reframing toys as “investments” in nostalgia. Featuring iconic collectibles like Teenage Mutant Ninja Turtles figurines, Pokémon merchandise, and Star Wars LEGO, the copy humorously echoed the magazine's financial language, inviting readers to "Invest in something radical."

Each ad directed readers to the Toys R Us® Fan Vault via QR code, encouraging them to explore collectible items and reconnect with childhood joys. This placement disrupted the financial space and positioned Toys R Us® as a destination for adult collectors who see toys as a unique kind of “investment.”