From piling homework, to rigid schedules, and endless lessons, clubs and activities, kids' lives are getting more structured and restricted. In short, they're growing up too fast. This campaign for Toys "R" Us celebrates those moments of spontaneous, unstructured, imaginative play that toys provide. Notice the setting: a laundry room floor, living room rug and a tub. It's fun. No appointment necessary. A perfect segue into Toys "R" Us' new tagline: Time For Childhood.