The updated "It's Happening at Toys "R" Us" campaign was designed to simplify event promotion. When viewing events on the website, events were listed on a by month basis, meaning that all events for the month of September were available from the beginning of September and would exist on the website until the beginning of October.

This timeline-based method of providing information helped consumers know when and where all events would be held. Of course, not everybody makes a habit of checking eCommerce websites unless they're viewing or purchasing product. This in mind, there had to be a more direct way to push information to customers. Thus, began the process to re-work our method of promoting vendor sponsored events to consumers.