Never Grow Up

//  09.26.14

Toys“R”Us Celebrates 30 Years Of Never Growing Up

This year marks the 30th birthday of Toys”R”Us Canada. As the company matures into adulthood, what better time for the brand to pledge a promise to its supporters to remain forever young.

Toronto-based creative agency Open created a film dedicated to the young at heart, be they young, old, or somewhere in between. The message is a playful reminder to never grow up and a shout-out to those who stay playful by doing the things they love. A corresponding Facebook app, called “Never Grow Up”, was created to allow users to take the Toys“R”Us oath online. After submitting their own oaths of what they will always do to stay young, a map then shows their location, along with others, to create a cross Canada portrait of the young at heart.

“The film demonstrates the things that those who are young at heart promise to always do, from playing with bugs, to keeping a sense of wonder, to rolling down hills or firing off bottle rockets. The film has a sweet side, but focuses on the lightheartedness that is inherently Toys”R”Us.” Says Martin Beauvais, Partner, Creative, Open.

“The film is also a nod to the brands’ roots and the nostalgia associated with the jingle we all know,” adds Christian Mathieu, Partner, Strategy, Open.

Released in late September, the film will live online and drive to Toys”R”Us Canada’s Facebook app where users can take their own oath to never grow up.


Campaign Title: I Will Always
Client: Toys”R”Us Canada

Creative Agency: Open
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Copywriters: Kate Thorneloe / Laurent Prud’homme / LauraBeth Cooper
Art Directors: Jessica Carter / Jessica Rogers / Tyler McKissick
Agency Producer: Brie Gowans
Project Lead: Anne Ngo
Project Manager: Nicolas Rouleau

Production Credits – Film

Production Company: Descendants
Executive Producer: Tasha Litt
Director: Lloyd Lee Choi
DOP: Oliver Millar
Line Producer: Michelle Woodward

Editorial: Saints
Executive Producer: Michelle Rich
Editor: Robin Haman

Online: AXYZ
Flame Artist: James Andrews
Producer: Kara Mallard

Colour: Alter Ego
Music & Sound Design: Apollo Studios
Director: Yan Dal Santo
Producer: Tom Hutch

Production Credits – Facebook App
App Development: A Nerd’s World

About Toys”R”Us, Canada:
Toys”R”Us (Canada) Ltd., is part of Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer. Toys“R”Us and Babies“R”Us, Canada operate 80 stores across the country. For store locations and convenient online shopping visit and

About Open:
Founded in Toronto by Christian Mathieu and Martin Beauvais, Open is a
creative company focusing on strategy, advertising and design. Open has done work for a range of clients including Evergreen, Smythe, Expo, Newad, Bombardier, Casella Wines, Damiva, Bier Markt, Cineplex, comFree, Toys“R”Us, Okanagan Spring and Old Millwaukee.

Advertising, App, Short Film