The need: Create a relevant connection with parents and grandparents, as during isolation many parents sometimes run out of ideas of how to entertain their kids, and plus, grandparents are separated of their grandchildren.

The idea: Toys “R” Us Australia has started a new initiative to equip parents and carers of children with tips, tricks, games and activities to keep their young ones entertained while in Coronavirus lockdown, with 10 play-inspired videos every weekday.

In each film, the brand’s marketing manager, Tristan McLindon, shows viewers how he engages his children in order to pass the time while in self isolation, with activities such as DIY Lego glitter snow globes. And since the coronavirus pandemic has separated many grandparents from their grandchildren, the brand is giving grandparents a free delivery option for toys sent to their grandchildren while they are social distancing.

Take Aways:

• Brand opportunity: featuring its own products, without making the video seem like a sales pitch.
• Brand relevancy: the initiative shows the brand understands the importance of play times to families and want to alleviate restrictions that come with isolation by making it easier for grandparents to get involved.