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Cineplex and Toy”R”Us join together to offer indoor family fun entertainment

Toys“R”Us Canada and Cineplex Entertainment recently announced a strategic marketing partnership that will see the creation and continuation of Toys“R”Us branded programs in Cineplex theatres from coast to coast.

“Cineplex has long been the destination for a night out at the movies and we’re delighted to bring family favourite and action packed movies to life through toys,” said Liz MacDonald, vice president, marketing and store planning, Toys“R”Us Canada.

Elements of the partnership include Mini Combos, party packages, Stars and Strollers, and Toy Box marketing segments.

Cineplex’s popular Mini Combo concession program will carry the Toys“R”Us brand, or be co-branded with a specific family or action movie. Cineplex and Toys“R”Us have partnered on several Mini Combo programs this year including promotions based on popular animated titles, How to Train Your Dragon and Despicable Me 2. Throughout the holiday season, Cineplex Mini Combos will feature one of three holiday-themed wristbands and include a bounce-back coupon and fun games for children to play.

“Movie character toys have always been popular in our stores and are among the top trends this holiday season.  Branded concession programs and toys allow kids to continue the narrative by playing with them long after the film is over,” said MacDonald.

Toys“R”Us Canada and Cineplex want to make party planning easy for families.  Party packages include, a private in-theatre party room with Toys“R”Us branding, games provided through a partnership with Hasbro and Disney, a party host, admission and reserved seating for a movie, a mini combo for all attendees, and a special coupon for the birthday family. A variety of party packages are available at Cineplex theatres nationwide.

“We are pleased to partner with Toys“R”Us on these exciting programs,” said Pat Marshall, vice-president, communications and investor relations, Cineplex Entertainment. “From concession programs, to pre-show segments and our popular Stars n’ Strollers program. We believe this partnership will enhance the movie-going experience for parents and children alike.”

New parents can enjoy the movies along with their babies through Cineplex’s Stars and Strollers program, sponsored by Babies“R”Us. Cineplex will provide special afternoon showtimes at select theatres, which offer a baby friendly theatre environment, lowered volume, dimmed lighting, change tables, $2 off admission and stroller parking.  Babies“R”Us’ sponsorship provides added value, with special offers that may include product sampling and demonstrations of the newest baby gear and accessories.

Visit to locate theatres in your area that offer the Stars and Strollers program and to for more information on Cineplex’s birthday party program.

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Vicki L Morrison

Thanks to her husband's military career Vicki reinvented herself as a writer so she could work from home, while taking care of their three kids. A former MFRC executive director Vicki is a passionate advocate for military families who loves telling their stories.

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