Toys ‘R’ Us Canada appears to not be shying away from marketing spend this year, having signed a three-year sponsorship deal with the Canadian baseball team, the Toronto Blue Jays.
The national campaign will include family activations, birthday celebrations and key marketing promotions, as it looks to drive engagement with kids and families across the region.
“We are thrilled, as Canada’s toy and baby authority, to be partnering with the Toronto Blue Jays for the next three baseball seasons and to be creating fun, interactive play first experiences for kids and their families,” said Melanie Teed-Murch, president of Toys’R’ Us Canada.
“There is tremendous synergy between our brand and the Blue Jays as we both strive to create moments of joy for families. It’s a partnership that will truly bring play, as a right, to life for kids across the country.”
Throughout the seasons, kids and families at Blue Jays home games will get to experience a Toys ‘R’ Us Canada family fun zone, featuring interactive family themed activities. There will also be Toys ‘R’ Us Canada outdoor festival activations at select games during the summer months and regular mascot appearances with Toys ‘R’ Us Canada’s Geoffrey the Giraffe.
Toys ‘R’ Us Canada will play a major role in ACE’s Birthday Bash, helping celebrate the Blue Jays mascot’s birthday over a weekend in July. The company will also support an exclusive birthday party for Jr. Jays Club members, as well as host mascot appearances at Toys ‘R’ Us Canada stores each season.
“We’re excited and proud to be working with Toys ‘R’ Us Canada to help connect with families and young Blue Jays fans at Rogers Centre and across Canada.
“We know it’s going to be a partnership that will provide new and enhanced experiences for our fans,” says Mark Ditmars, vice president, corporate partnerships, Toronto Blue Jays.
The sponsorship also includes key marketing activations for Toys’R’Us Canada including behind home plate signage, digital media programmes, player birthday social media campaigns, game giveaways and special gift inserts.