A group of children arrives one by one at a normal suburban neighborhood home, all with serious, determined expressions. They convene in the basement, where their precocious female leader gives a downright Churchill-esque call to arms. Why? Parents’ increasing demands are taking away “the most fun thing in the whole universe.” And these kids are not going to take it anymore. She rallies the troops to a crescendo of righteous indignation, saying “I say no more! I say, ‘Today We Play!’” The group explodes in a thunderous cheer, ready to take to the streets and demand what is rightfully theirs: their playtime.

This anthem spot kicked off Toys“R”Us’ “Today We Play” initiative with a bang, starting Toys“R”Us on the road to becoming a brand with a purpose – to champion kids’ right to play.