# Family-Focused Toy Store Ads The Toys "R" Us Holiday Ad Focuses on Family Rather Than Products By Katherine Pendrill | Published 2016-03-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/focuses-on-family References: [adweek](http://www.adweek.com/adfreak/toys-r-us-makes-poignant-christmas-ad-about-gift-thats-better-any-toy-168394) & [youtu.be](https://youtu.be/f8uJNUiN5rk) This past Christmas, [Toys "R" Us](https://www.trendhunter.com/trends/toys-r-us-asia) debuted a [holiday ad that focuses on family](https://www.trendhunter.com/trends/sainsburys-christmas-ad) rather than objects. While the holiday season is a great time for brands to promote their products, this Toys "R" Us ad takes a different approach. The 2015 holiday ad for the children's retailer was created by [BBDO Atlanta](https://www.trendhunter.com/trends/snowfall) and it is titled 'Exactly What You Wish For.' The ad begins with a child preparing for the holidays with his father. While it seems as though the child is waiting to receive his perfect Christmas gift, he is in fact awaiting the return of his mother who is in the military. The ad ultimately focuses on family rather than the importance of material items such as toys. Instead of specifically promoting Toys "R" Us products, the clever ad tells the story of families and the kinds of customers the brand caters to. ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 4% | Activity: 13% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Family-focused Advertising:** Brands can take a cue from Toys 'R' Us and shift their focus towards promoting families over products, creating an emotional connection with audiences. - **Emotional Storytelling:** Companies can use storytelling techniques to tug at the heartstrings of their customers and create a memorable viewing experience. - **Authenticity in Advertising:** By promoting values and experiences that resonate with their customers, brands can establish themselves as authentic and build long-term relationships. ### Industries Being Reshaped - **Retail:** Retailers can use emotional advertising to differentiate themselves from competitors and build brand loyalty. - **Advertising:** Advertising agencies can incorporate storytelling techniques in their campaigns, creating more meaningful brand experiences for their clients' campaigns. - **Military:** By highlighting the sacrifices of military families, brands can win the loyalty of this patriotic and empathetic consumer segment. ## Related on Trend Hunter - [Authentic Mother's Day Commercials](https://www.trendhunter.com/trends/amazon-boxes.md) - [Emotionally Engaging Holiday Advertisements](https://www.trendhunter.com/trends/the-power-of-wishes.md) - [Sentimental Holiday Ad Campaigns](https://www.trendhunter.com/trends/joy-is-made.md) - [Heartwarming Holiday Car Ads](https://www.trendhunter.com/trends/nbcuniversals-primetime-specials.md) - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md) - [Imaginative Children's Holiday Campaigns](https://www.trendhunter.com/trends/childrens-holiday-campaign.md) - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md) - [Family-Honoring Festive Campaigns](https://www.trendhunter.com/trends/family-campaign-1.md) - [Warm Tech Holiday Campaigns](https://www.trendhunter.com/trends/a-friend-for-christmas.md)