Toys“R”Us has been working tirelessly on a huge, new, game changing re-brand called Today We Play. Never before have kids been more over-scheduled, over-worked and over-programmed. Their free time has dropped by 25% since 1981, Homework has increased by 50%, and one in three children has little to no recess in their school day. So, in short, Play is under attack! But Toys R Us and BBDO are setting out on a mission to fight back with Today We Play, a rallying cry to protect kids’ rights to be goofy, act silly and have fun. There’ll be plenty of time for seriousness tomorrow. But at Toys“R”Us … Today, we play.
Today We Play - The Great Speech