A 30-second version is available on YouTube. The full 1:06 spot is only on the Toys "R" Us website (perhaps a smart move to bring new customers to the site). "The brand film was almost entirely ...

Toys R Us is running the campaign within Pandora’s iPhone application. The mobile effort directs consumers to the company’s new optimized site where they can shop the latest toys.

Joan Verdon is a veteran retail reporter based in Northern New Jersey. Toys R Us is following in the footsteps of the biggest toy manufacturers and creating entertainment content to grow its brand.