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Project:
Grand Opening, Toys "R" Us Times Square

Overview:
In November, 2001 Toys "R" Us debuted its new international flagship, a 110,000 square foot wonderland in the heart of New York’s Times Square. Eventage was brought on board to help the toy retailer design and execute a wide spectrum of private and public events to celebrate the grand opening.

Production Plan:
The grand opening consisted of seven events over the course of 9 days. These events ranged from private cocktail parties to a press conference to a Parade of Toys through Times Square which culminated in the official ribbon cutting.

Eventage designed and built 14 Toys "R" Us character costumes which were used at all of the events. These costume characters were in addition to the over 60 costumes provided by toy manufacturers and major media corporations. Eventage managed the entire costume character operation for every event, including the recruitment, audition, hiring and training of over 100 actors and escorts. Eventage also designed, retained and managed all entertainment performing at the events, from jugglers to face painters to swing bands.

For the Parade of Toys and Ribbon Cutting, Eventage worked closely with city officials to design the route, lane reductions and street closures needed for the event. A staging area was created in front of the new store, where pre-show performances included the cast of Broadway’s "42^nd Street" and a 40 person dance team from a local high school. As the Parade of Toys progressed, the world’s most famous toys arrived to the store either on foot or in specially designed vehicles appropriate to the character. Eventage also managed a volunteer program which allowed Toys "R" Us associates to participate as banner carriers and character escorts.

Results:
Each of the private events were deemed a great success, with industry vendors and analysts, neighborhood corporations and Toys "R" Us corporate associates all getting a sneak peak at the world’s biggest and greatest toy store.

The Grand Opening Parade of Toys and Ribbon Cutting drew upwards of 10,000 people to Times Square, creating lines of over 2 hours to enter the store after the event.

Client Feedback:
"I want to take this opportunity to convey my sincerest thanks to everyone at Eventage. The variety of grand opening events that were conducted related to the Times Square opening are the talk of our corporation and our industry…Clearly the team at Eventage helped make it all possible." Elliott Wahle, Vice President and General Manager, Toys "R" Us Times Square.