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Toys “R” Us is launching a new campaign based on NBC’s Deal or No Deal game show.
Starting Sunday, October 1 and continuing for four consecutive weeks, more than 140 million Toys “R” Us newspaper circulars will include a game piece featuring two briefcases: one for “Deal” and one for “No Deal.” Each week, customers can bring their circular to any Toys “R” Us location to select either the “Deal” - an automatic 10 percent off any one item - or take their chances and choose “No Deal” and try their luck to win $1 million or hundreds of thousands of other prizes. If the briefcase comes up empty, customers will still receive an in-store discount.
Deal or No Deal’s host, Howie Mandel, will make an appearance at Toys “R” Us Times Square on September 28to kick off the national promotion. The new season of Deal or No Deal debuted this week.
Toys “R” Us will publicize the marketing initiative with 30-second television spots and a teaser campaign airing on NBC and cable stations across the country, as well as 30-second national radio spots and one month of exposure in the company’s weekly newspaper inserts. The program will also be promoted on Toysrus.com.
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