Cineplex and Toys “R” Us are getting serious about playtime, signing a new two-year multi-platform deal that will see the toy company create branded programs in theatres across Canada.

Pieces of the partnership include Toys “R” Us branding on all Cineplex Mini Combos, or co-branding with a specific family or action movie. Through the holiday season the Cineplex Mini Combos will feature one of three holiday-themed wristbands with a coupon to be used in store at Toys “R” Us.

In addition the partnership includes branding the in-theatre party room Popcorn Parties, providing games for the space through a partnership with Hasbro and Disney. Babies “R” Us will be sponsoring Cineplex’s Stars and Strollers program, where movies are shown in the afternoon, with $2 off admission and special stroller parking. The company will also have product sampling and demonstrations.

Toys “R” Us will also be producing pre-show segments for family-friendly movies. The first in the series is running now, and features 12 of the hottest toys for the holiday season, as picked by the company.

Liz MacDonald, vice president, marketing and store planning, Toys “R” Us Canada, says the deal with Cineplex  represents an “important” part of its media spend for the next two years. It allows the toy co to tap into the trend of blockbuster family movies like Frozen and The Lego Movie, driving spending in its stores.

The deal is the first time Cineplex has sold a sponsorship spot like this across its properties, adds Mike Langdon, director of communications, Cineplex Entertainment.

MacDonald says the deal might also include product sales in select Cineplex locations, an idea that is still in the test stages.