Toys R Us Canada


PR/Social Media


Stay At Home Initiative

The objective

Following store closures due to COVID-19, develop and execute a strategy to launch a new product initiative and curbside pickup program to drive alternate sales and keep kids and families engaged.


The Beacon Media Group and Beacon Media Group Beacon Media teams created a multi-pronged campaign, talking to kids and moms via PR, influencer marketing, social media and paid digital across multiple channels. The high impact outreach combined with strategic paid media campaigns drove sell-outs in pre-sale and KPIs that significantly outperformed on all measurements, giving the brand tremendous momentum out of the gate and unravelling a winning formula.

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