In a move to strengthen its online content experience for kids and families in time for the important holiday season, Toys ‘R’ Us has unveiled the Toys ‘R’ Us Toy Channel, a refreshed version of its YouTube channel featuring exclusive videos, news and product information.

The channel’s content is housed within eight dedicated playlists including the 2013 Hot Toy List and Fabulous 15 playlist, which features brand new demo videos where kids explain the benefits of specific toys on the list and why parents should take notice.

Thousands of exclusive toys and private-label brands are highlighted in videos found in the Only @ Toys ‘R’ Us playlist, while Talking Toys is a playlist that offers viewers exclusive video interviews with industry experts from companies including Disney, Hasbro and LeapFrog.

‘R’ Commercials provides a raft of the most recent Toys ‘R’ Us TV ads and behind-the-scenes footage, and the site’s Also on TV is a hub of additional toy commercials from top brands such as Crayola and Huffy.

Toys ‘R’ Us plans to add new educational and entertainment-based videos to the site in the next few months supported by a multiplatform holiday marketing drive.

The new online content strategy comes on the heels of the New Jersey-based mega retailer naming Antonio Urcelay as its new CEO and Hank Mullany as president of TRU’s American operations.