Toys R Us is borrowing viral in their “C’mon Let’s Play” campaign.

Toys R Us is borrowing viral in their “C’mon Let’s Play” campaign. tapping YouTube star Daniel Hashimoto to direct and star in new spots. Hashimoro is known as the “coolest dad in the world” thanks to his special effect videos featuring his son, the most famous of which show a toy light saber becoming the real thing. The Toys R Us videos show the ways that “play becomes real to little kids,” and that toys are about experiences, not products. (MediaPost)