Saddened by the closing of one of the great institutions of joy that was Toys "R" Us, let us remember the amazing marketing and story telling that they put out. It reached so many at a personal level that it made us feel something good and virtuous. It didn't matter if it was actually real or not, what mattered is that we believed it was possible. For that time period in where the masses were starving for something to believe, their campaign delivered. At least for me any way.