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.