Toys R Us resurrects 'Magical Place' ads

Retailer celebrates 25th anniversary with re-run of its iconic 80s TV ads.
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Nationwide customer feedback and the desire of today's parents to recreate their childhood memories of Christmas at Toys R Us have prompted the company to bring the 'Magical Place' commercial out of its vaults.

First screened in the UK in 1989, it became one of the most memorable TV commercials since the toy retailer arrived in Britain in 1985 with its first five stores. The firm is now celebrating its 25th Christmas in the UK, with 75 stores.

The commercial takes through a tree lined route lit by a cars’ headlights arriving at a Toys R Us store to see Geoffrey the Giraffe and friends working through the night to re-stock shelves full of toys.

Thousands of people have confirmed on social networking site Facebook that they still remember the words to the accompanying song ‘It’s a Magical Place’. The commercial has also seen nearly 200,000 viewings on YouTube and thousands of fans have become a friend of Geoffrey on Facebook.

Mike Coogan, Toys R Us marketing director said “The Magical Place TV commercial has become synonymous with the success of Toys R Us. We are absolutely thrilled by the overwhelming interest we have received on YouTube and Facebook and are delighted to bring back this iconic commercial.

“The commercial sums up everything that is magic about Christmas. Parents who were kids when they first came to a Toys R Us can re-live the experience with their own children.”

He continued “Toys R Us is now the only true nationwide toy Megastore for kids. Our tagline ‘It’s worth the journey’ emphasises the fun of a family outing to the ‘Magical Place’ that is Toys R Us as 95 per cent of the UK population is within 30 minutes of a store”.

Technology has moved on since the commercial was first shown in 1989, therefore it has been carefully re-created and will return to TV screens on the November 18th.


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