Whatever happened to imagination? Where have all the imaginary friends gone? Toys ‘R’ Us launched their first-ever brand platform, “Imagination Included”, on a mission to save our children’s sense of play before it’s too late. The platform launched with a TV and a complete visual language for OOH, marketing collateral and in-store, including colour palettes, graphic devices, and imaginary characters. Wild postings with imaginary coupons encouraged passers-by to engage in their own imaginative play.