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Toys”R”Us' Giant Etch A Sketch Opens Up Play to the Public

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BBDO's Atlanta and New York offices collaborate to bring larger-than-life toy to the Fulton Street subway station

Toys”R”Us' Giant Etch A Sketch Opens Up Play to the Public

This week, as part of its ongoing efforts to set play free, Toys”R”Us placed a larger-than-life Etch A Sketch in the most unlikely of places: right above the busy Fulton Street subway station in New York City.

The retailer unveiled the massive Etch A Sketch over the weekend, where it will remain until Thursday, October 12th. From there it will make its way to the Toys“R”Us Times Square store for the holiday season.

Kids, parents, commuters – any and all kids at heart – have been stopping by the massive toy to play a game of Tic Tac Toe, snap a selfie or make their own larger-than-life design. 

The Etch A Sketch is the latest instalment of Toys”R”Us’ newly launched brand platform, 'Today We Play,' designed to position the brand as a leader and motivator in the movement to 'set play free' for children. The Today We Play platform is being communicated via a variety of elements including partnerships, experiential, digital, advertising and more.  

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Animation Company: Artifact

Creative Agency

Account Executive: Alex Denney

Account Supervisor: Kelly Willard

Art Director: Jono Moore

Chief Creative Officer: David Lubars, Robin Fitzgerald

Content Producer: Patreece DeChabert

Copywriter: Elaine Kelch

Creative Agency: BBDO Atlanta and BBDO New York

Group Creative Director: Craig Miller

Group Strategy Director: Marc Allen

Innovation Director: Marc Calamia

Senior Business Director: Paul Roebuck

Media Agency

Media Agency: Outdoor Media Group

Categories: Sports and Leisure, Toys

BBDO New York, Wed, 11 Oct 2017 12:33:03 GMT