Toys“R”Us Unwraps Surprise Smiles for Children at Local Non-Profits Through National Commercial Production
Newburgh, NY. November 18, 2013 –There is no greater joy than surprising children and creating memorable moments of pure, innocent delight. That is just what happened for nearly 100 deserving children here in Orange County when Big Brothers Big Sisters, the Boys & Girls Club of Newburgh, and NHA responded to a casting call to engage their children in a Toys“R”Us holiday advertisement, “Make All Their Wishes Come True”.
Gathered for a fun field trip, the children ultimately arrived at the Middletown Toys“R”Us store, where Geoffrey the giraffe greeted them and they were told to select any toy they wanted! The shrieks of glee and surprise were captured on film, as each child became a movie star for the day, with a chance to later see themselves on national television.
The new TV ads are the centerpiece of a fully integrated marketing campaign, intended to help viewers “pause and be reminded of the true joy that lies at the center of gift-giving”, said Peter Reiner, Senior Vice President of Marketing at Toys“R”Us, U.S.
“The invitation to participate in the commercial created a flurry of activity for our agency”, said Nancy Kosloski, Big Brothers Big Sisters’ Executive Director “which resulted in a positive and memorable impact for our children and families. This experience aroused our kids’ imaginations, boosted their confidence and gave them a chance to be placed on common ground with children from other organizations in our community. Especially for children who are growing up facing notable adversity, the chance to be lifted by the generosity and kindness of others is a meaningful and significant experience in their lives.”
Big Brothers Big Sisters, along with the other organizations that participated – were very grateful to receive a generous corporate donation from Toys“R”Us of $7,500 each, to help continue to support the professional mentoring, youth development and family support services they provide to the community.
All were thrilled to take part in this special project, a larger-than-life experience for local children. For more information about how to get involved with Big Brothers Big Sisters of Orange County, please explore the website at www.mentorachild.org or call us at (845) 562-5900.