Toys“R”Us Announces New Global Holiday

Toys“R”Us has declared a new global holiday, Toys“R”Us Play Day, a worldwide celebration dedicated to the power of play. Taking place July 20, Play Day will be celebrated at Toys“R”Us locations and online across the Toys“R”Us at Macy's in the U.S., Asia, Mexico, Saudi Arabia, South Korea, Israel, Australia, India, South Africa, Portugal, Spain and more.

“As the world’s greatest champions of play, launching this holiday underscores our belief that play can change the world,” says Kim Miller Olko, global chief marketing officer, Toys“R”Us. "Harnessing our knowledge and authority we are inspiring kids, adults and families to commit to putting the power of play into action for themselves. Play Day is about recognizing the vital role that play has in our lives and in our communities. In today’s fast-paced world, it is an antidote for stress and disconnection, promoting healthy childhood development, mental health for all ages and family togetherness. We hope to encourage everyone around the world to come together and celebrate the magic of play and Toys“R”Us.”

Toys“R”Us Play Day Highlights include:

Pledge to Play: A commitment that fosters a movement of joy and community and a commitment to prioritize play in daily life. Those who sign up will receive a year of content, play ideas with product recommendations, giveaways and discounts to help inspire play and family togetherness.

Parade of Play: Toys“R”Us kids of all ages will march through select Toys“R”Us locations to celebrate the happiness that play brings to our lives. Following the parade and pledge, customers can join in on fun activities, including discounts, giveaways, chances to win prizes, photo opportunities with Geoffrey the Giraffe and a unique shopping experience designed for Play Day.

Building on Tradition: Play Day marks the second global holiday introduced by Toys“R”Us, following the successful launch of Geoffrey's Birthday on October 17. Geoffrey's Birthday has become a popular annual event, celebrated worldwide with festivities that highlight the joy of toys and play, featuring brand mascot, Geoffrey the Giraffe, and toy brand activations. With Play Day, Toys“R”Us continues its tradition of championing play by creating another special occasion for kids and families to come together and celebrate.

From in-store events to online activations, Play Day aims to create a ripple effect of positivity and connection for Toys“R”Us kids of all ages.

“At Toys“R”Us Asia, we are committed to fueling imagination and inspiring the next generation through the power of toys and play,” says Flora Tsui, vice president, marketing and digital strategy, Toys“R”Us Asia. “Play Day is a significant initiative that promotes the benefits of play, including supporting child development at different stages, nurturing mental well-being and bringing families closer together. In Asia, we are excited to launch interactive play experiences in 395 stores across nine Asian markets on July 20 with an aim to raise awareness and infuse a playful energy into the community.”

“We are excited to welcome families to Play Day at Toys“R”Us Macy’s locations in the U.S.,” says Tom Leuer, vice president, food and toys, Macy’s. “As part of Macy’s Summer’s Greatest Hits, our goal is to surprise and delight our customers with engaging events such as Play Day, alongside other fun in-store experiences designed to inspire joy throughout the summer season.”

Macy’s will be hosting events at select Toys“R”Us at Macy's locations on Play Day with in-store opportunities at every Toys“R”Us at Macy’s store to register to Pledge to Play, adding to the nationwide celebration. Store locations and schedule for Play Day can be found at Toysrus.com/playday.