This week, Toys 'R' Us introduced a new brand platform, 'Today We Play,' designed to position the brand as a leader and motivator in the movement to 'set play free' for children. … read moreThe campaign via BBDO Atlanta and BBDO New York, was born out of insights the brand found when it comes to play time. The Today We Play platform is being communicated via a variety of elements including partnerships, experiential, digital, advertising and more. At the center is a new anthemic television commercial called `The Great Speech.' It was directed by Shawn Levy.
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