-By Elena Malykhina

Toys "R" Us today introduced a holiday campaign that evolves the brand's well-known jingle and carries a new tagline to resonate with contemporary kids. TV and radio ads will break nationally next week.

English and Spanish-language spots will run on 20-plus TV and cable networks on Oct. 22, including ABC, NBC, CBS, Lifetime, TBS, Bravo, USA, ABC Family, Univision, Telemundo and Galavision. They also will air during prime time shows like 30 Rock, Deal or No Deal and Live with Regis and Kelly. Each spot will end with the new tagline, "Where kids are a big deal," to reinforce "our focus on providing the best and broadest assortment of kid-focused products," said Greg Clark, U.S. vp of creative services at Toys "R" Us, Wayne, N.J.

There will be a series of 12 spots tied to specific events, such as the launch of the Toys "R" Us Big Toy Book and Black Friday. To accommodate Hispanic consumers that celebrate Three Kings Day, Toys "R" Us will run an ad in Puerto Rico with the tagline, “Los Ninos Primero!” ("Kids First!").

Gavan J. Fitzsimons, a professor of marketing and psychology at Duke University's Fuqua School of Business, said most families will likely try to conserve this holiday season. "[But] Toys 'R' Us' new campaign seems like it has the potential to activate the desire in parents to give to their kids," said Fitzsimons. "All parents would love to think that their little boy or girl is special, and ['Where kids are a big deal'] position may well help reinforce that."

As part of the campaign, which was developed in-house by Toys "R" Us with creative firm PRPC Partners in New York/Chicago, the company will also introduce what it calls a "contemporary" version of the jingle "I'm a Toys 'R' Us Kid." Clark said the new jingle is meant to reintroduce the brand and "appeal to generations of Toys 'R' Us kids who have fond memories of wishing for a toy from our stores."

In one spot, parents and their two kids are reading the Big Toy Book as the voiceover touts the "biggest toy book ever" and takes viewers through fast paced, videogame-like animation of the different products offered by the retailer. The new jingle plays in the background the entire time. The other spots feature similar creative that uses animation and videogame themes, clearly appealing to interests of contemporary kids.

Ten additional spots will air on children-focused networks—Nickelodeon, Cartoon Network and Toon Disney, among others—touting the toy store's exclusive product assortment. All spots will continue running throughout the holiday season.

Toys "R" Us did not disclose the cost of the campaign. The company spent $86 million on advertising in 2007 (excluding online), per Nielsen Monitor-Plus, and $9 million through July of this year.