Paramus, NJ-based Toys “R” Us last week broke an E.T. Comes Home in-theater campaign as part of its tie-in with Universal Studios’ re-release of “E.T.: The Extra Terrestrial.”
Movie patrons buying tickets at Loews Theaters locations receive a gamepiece they run under price-check machines in Toys “R” us stores to win prizes, which include $1 million, a $50,000 contribution to a Upromise account, a minivan, trips to Universal Studios, and movie passes. The retailer, which is offering an exclusive line of “E.T” merchandise through a licensing deal with E.T. creator Steven Speilberg, supports with circular advertising and P-O-P materials. The effort is handled in-house.
In separate news, Toys “R” Us’ unveiled its new NASCAR entry (the No. 54 Chevrolet Monte Carlo) at the Busch Grand National race weekend in Bristol, TN, last weekend. The chain’s first foray into auto racing will be supported by strategic alliances, with partners gaining logo placement on the car and being included in other activities, according to Warren Kornblum, the chain’s executive vp-worldwide marketing and brand management.
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