Toys ‘R’ Us Banks on QR Codes Ahead of Holiday Shopping Rush

“I don’t want to grow up… I’m a Toys ‘R’ Us kid,” the famous jingle goes. But while the legendary toy retailer’s customers may not want to grow up, the company’s marketing strategies certainly have.

This week, Toys ‘R’ Us revealed that QR code integration has come to the toy retailer in full ahead of the mad rush of holiday shoppers that will drive big business for Toys ‘R’ Us in the weeks ahead.

The QR codes in question are making their debut in “The Great Big Toys ‘R’ Us Book” catalog, which will enable shoppers to learn more about a wide array of products before actually purchasing them. The company says that “The Great Big Toys ‘R’ Us Book” will begin turning up at stores and in mailboxes this weekend.

But nostalgia will play just as big of a role in the marketing effort this holiday shopping season as mobile technologies will.

Toys ‘R’ Us also unveiled additional insights into its 2011 holiday advertising campaign this week, including a series of themed television commercials designed to showcase the company’s toy expertise and its unique strengths as a specialty retailer. As part of these plans, the company will air two beloved ads from its archives, which celebrate the heritage of the Toys ‘R’ Us brand and the holiday memories it has helped to create over the years.


Also included is a group of ads that feature products that cannot be found anywhere else as well as promotional ads that highlight the grand arrival of new toys, while articulating the great values being offered to consumers. These advertisements will run on major networks beginning this weekend.

“We believe our holiday marketing campaign speaks strongly to our toy authority position today and with the generations of kids who grew up with the Toys ‘R’ Us brand,” says Greg Ahearn, Chief Marketing Officer, Toys ‘R’ Us, U.S. “It also evokes the joy and excitement of the wonderful new toys that have made their way to our stores just in time to fulfill the dreams and wishes of kids everywhere.”