Toys "R" US, Inc.: I'M A Toys "R" Us Kid campaign
Susan RislandOverview
An advertising campaign that showed children happily playing with toys while singing "I don't want to grow up. I'm a Toys 'R' Us kid" helped Toys "R" Us, Inc., become the leading toy retailer in the world. Stressing the idea that people never outgrew their love of toys and the joy of childhood, the advertisements appealed to both children and adults. The campaign was launched in 1982 and ran with hundreds of variations, establishing an image that set the company apart from its rivals. Although Toys...