Toys "R" Us partnered with Nickelodeon to host a Worldwide Day of Play in Totowa on Saturday. Photo: Marko Georgiev/NorthJersey.com (Photo: Marko Georgiev/NorthJersey.com)
Toys "R" Us and Nickelodeon, the number-one entertainment brand for kids, have joined together to host six free play events at Toys "R" Us stores around the USA this summer, which are leading up to Nickelodeon's annual Worldwide Day of Play on Saturday 30th September 2017. The Wayne, NJ-based retail chain says American kids are suffering from a shortage of play time – and they intend to do something about that.
"At Toys "R" Us, we know play has the power to help kids build self esteem, learn critical thinking and develop early learning skills," said Carla Hassan, chief global marketing officer at Toys "R" Us. "But first we need to set play free."
The "more play time" campaign came to Totowa on Saturday, where the Toys "R" Us store on Route 46 was the location for the third play event in the country. The first two events were held in Mesquite, Texas, and Indianapolis and attracted hundreds of parents and children, a Toys "R" Us spokeswoman told NorthJersey.com. Following today's visit to Totowa, Nickelodeon and Toys "R" Us' "Time to Play" tour will now visit Toys "R" Us and Babies"R"Us stores in Parkway in Brooklyn, NY on 8/27 and Brandon, FL on 9/9.
(Photo: Marko Georgiev/NorthJersey.com)
As a proud partner of Nickelodeon's Worldwide Day of Play, Toys"R"Us will also host family fun and games at Nickelodeon's New York City celebration in Brooklyn, New York's Prospect Park (Nethermead) on Saturday, September 16 from 10:00 am to 2:00 pm ET.
The national popup events throughout the next couple of weeks will eventually culminate in the Worldwide Day of Play on Sept. 30, when Nickelodeon, Nick Jr., Nicktoons and TeenNick will go dark to encourage kids to go outside and play.
"It really speaks to the importance of being a kid and enjoying the summer and their childhood," said Taylor O’Donnell, a communications coordinator for Toys "R" Us, who said that more than 1,000 children visited the event Saturday.
(Photo: Marko Georgiev/NorthJersey.com)
Toys "R" Us partnered with Nickelodeon to host a Worldwide Day of Play in Totowa on Saturday. Photo: Marko Georgiev/NorthJersey.com (Photo: Marko Georgiev/NorthJersey.com)
For 10-year-old Kaden Mallory of Paterson, clad in his favorite Teenage Mutant Ninja Turtles hat, the play day was a dream come true. He spent most of his time challenging himself in the Ninja Turtle themed bean bag toss (cornhole) game or making his way through balance beams and up a rope wall in the obstacle course.
"I felt like it would keep him a little more active and I’m not disappointed," said Kristen Mallory, Kaden's mother. "He’s having a great time."
Toys "R" Us, in announcing its play events, said there had been a significant decrease in the amount of time kids spend playing, and in particular, playing outdoors, over the past decade or two.
"With all the technology – the tablets and the iPads – they're not going out and playing," said Braulio Rivera, who brought his 5-year-old, Aidan, to the event.
Being able to get her five grandchildren away from electronics and out having fun in the sun was a blessing for Victoria Felder of Pomona, N.Y.
"They need to get away from their video games and television," Felder said. "They're enjoying themselves today."
Toys "R" Us is engaged in a multiyear turnaround effort to boost sales and profits in the face of increased competition from online retailers, primarily Amazon. It has been making changes intended to draw more parents and children to its stores, including adding more specialty boutiques, and hosting game demonstrations and contests.
Want to come out and celebrate with Nickelodeon? Nick are inviting organizers and families to register events at www.day-of-play.com to join the fun! Every stop is chock full of all-star guests, amazing activities, and play for days!
Follow Nickelodeon's Worldwide Day of Play along at nick.com/play as Nick gets up, gets out, and celebrates the power of play!
More Nick: Nickelodeon To Help Make The World A More Playful Place With Summer-Long Celebration Of Play!
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