Toys ‘R’ Us is back this holiday season with a charming new spot with a twist. As we get 'wrapped' up in buying presents, this film emphasises the new claim that 'playing' is a gift. The current pace of life, work and obligations gives us less time to enjoy, share and play together as a family. Toys ‘R’ Us wants to rescue the values ​​of playtime for everyone, even Mr. Claus.

The spot shows a busy Santa working hard on Christmas eve. As the night is coming to a close, he realises he forgot something: a scenario that happens all too frequently in each of our lives today. The idea that we stress about the holidays and struggle to meet expectations is something all of us can relate to, but Toys ‘R’ Us puts the focus back on what really matters: that playing with your loved ones is the real gift.

“We are very happy to share our holiday message for all families: let's play more with our children, grandchildren, nephews, friends…Toys 'R' Us is truly behind this message in our communication, but also with facts: our experiential stores have revolutionised the traditional vision of toy stores, committed to becoming a place to get together and play for the whole family,” says Miguel Ángel Carrasco, marketing director, Toys ‘R’ Us Iberia.

Today, much more than just toys, Toys ‘R’ Us is promoting the value of playing, and they are proving it with their new store concept. Customers will experience playing and enjoyment as soon as they walk through the door and will be able to see and interact with every toy for sale in a store where it’s ‘Forbidden not to touch.’

The campaign created by LOLA MullenLowe is part of a long term strategy to reposition the brand in Spain. With a media investment of €2.3 million, the campaign is launching in Spain and Portugal on December 4th via television, radio and digital media.