The new Toys R Us ad is great, but it’s got some green folks seeing red

Have you seen the new ad from Toys R Us?   Well, firstly I should say that this is not a sponsored post and I received no cash from anyone for it.  However, being an ex PR guy, dad to 2 boys and ex social media manager for some environmental causes I have some insight into this.  It’s a hidden camera ad that has a bus full of children going to learn about trees.  Once they get on the bus the tour guide starts talking about leaves and then surprise-they go to Toys R Us where the kids run around and play with toys.

The ad is effective, makes you smile, is not salesy and overall great.  The making of the ad featurette is very good too.  In a way it reminds me of the IKEA ad that had 100 cats running around the store, which was also fabulous.

However, some folks have found fault with the Toys R Us advertisement.  Specifically, some envrionmentalists have faulted the ad for highlighting consumption (ie, the purchase of toys) and the fact that it showed the children not wanting to learn about trees and then being super excited when going to Toys R Us.

To me, the commercial doesn’t slight environmental groups at all.  It simply highlights how much children love toys and surprises.

Before you get all Captain Planet on me, hear me out on how I came to that conclusion.  I thought of any place that a group of children might go on a field trip; a science center, food bank, homeless shelter or government office.  Any of them, except for the science center, would’ve had the exact same reaction as the over the top environmentalists.

Factor in that the children in the ad are from the inner city area near Orange County, New York and the ad is even sweeter.

Did you read some of the comments on YouTube?  “Who needs nature when you’ve got Toys R Us?”  “Terrible, Can’t believe toys R us sets up a commercial where they tell kids that’s better to go shopping than go to the forest. Terrible!”

It’s illogical to think that these kids will never enjoy nature or will grow up to become serial polluters because of the toy that they received when they were 8.

My response to the environmentalists who were offended by that ad is to build a better mousetrap.    Find a way to get kids interested in environmental science.  If you’re looking for a kid friendly vehicle that teaches them eco lessons try The Wild Kratts, SciGirl or go old school with Captain Planet.  Better yet, volunteer your time at the Boys and Girls Club to teach them about the environment yourself.

I say this as a dad that whose two children recycle, turn off the lights when we leave the room and know what the compost bin in the back yard does.  To the folks that are aghast at Toys R Us over the ad I say lighten up Francis.