Magical Place

The story

Why it stays with you

A journey to a toy shop becomes a childhood adventure. Toys R Us' animated Magical Place advert turns anticipation into a tune generations remember.

For a child, a toy shop can feel less like a shop than a destination. Magical Place builds on that feeling, making the journey and the promise of what waits inside part of the pleasure.

Its appeal in a Christmas advert break is immediate: a recognisable tune, animated wish fulfilment and the excitement of choosing. It belongs beside the grander festive films as a reminder that a simple repeated idea can become a seasonal memory.

The selected upload comes from Toys R Us UK's own channel and is explicitly labelled as the 1989 original. The campaign later appeared in edited and revived forms, so this entry keeps that version separate from the brand's 2017 Geoffrey the Part Time Reindeer film.

Incase you can't remember the lyrics...

There’s a magical place, we’re on our way there With toys in their millions all under one roof – it’s called Toys ‘R’ Us!

Soon after bedtime when dark night-time falls, Geoffrey & helpers stock up all the shelves,

From ceiling to floor; books, board games & bikes, teddies, puppets & dolls, bats, spaceships & trikes!

There’s millions says Geoffrey, all under one roof – it’s called Toys ‘R’ Us, Toys ‘R’ Us, Toys R Us!

Playback checked 13 October 2026. Video availability may change.