Toys"R"Us Japan

The Objective

As a beloved brand of kids of all ages around the world, Toys”R”Us offers a wide range of toys, video games, dolls, action figures, educational games, building blocks and more. In Japan, they are a household name and leading toy retailer, with approximately 150 Toys”R”Us and Babies”R”Us stores nationwide. 

The Solution

Giving brands instant access to a selection of the best TikTok creative partners, the TikTok Creative Exchange (TTCX) platform enables efficient collaboration at scale. Based on the advertiser’s needs and business objectives, TTCX covers every step of the creative process and makes it easy for brands to identify the right creative vendors to partner with. Toys”R”Us leveraged TTCX to generate a large amount of impactful branded content that would engage and resonate with TikTok's large user base. They hoped to develop content and advertising strategies to drive awareness of Toys”R”Us promotions for the holiday season and drive traffic to their physical and online stores.

To ensure that their content resonates with their target audience, they collaborated with couples and parent-child creators to develop UGC-style content around seasonal gifts and promotions. Besides positioning products for children, they also featured toys such as figurines which may appeal to adults, expanding the demographics of prospective customers. The creator-led videos were effective creatives for their in-feed ads campaign, where they used to Reach Objective to maximise the number of users reached amongst their target audience. 

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The Results

Toys”R”Us implemented a comprehensive advertising strategy and was able to identify a variety of target audiences, including parents, couples, and adult toy collectors. By identifying personas, they were able to create effective videos and collaborate with creators in the process to maximize returns during the Christmas season.