Imagine, you’re say 10 or 12 years old and your job is to play with all kinds of new toys. Yep that’s your job, and for the next full year it will be the job of 12-year-old Émile Burbidge from Saint-Bruno, Québec. He even has an official title, CPO, Chief Play Officer at the major chain of toy stores, Toys “R” Us (Canada) Ltd.
Émile takes over the position from Alex Thorne, who served as CPO from August 2013 to December 2015, when he retired at the age of 13 to focus on high school. Alex’s last task as CPO was to help pick his replacement.
Émile will spend the next year playing with the hottest new toys, games, and gadgets at Toys “R” Us and giving feedback to the company about them. He will also be involved media interviews in French and English and take part in other events across the country.
But don’t think there’s not a lot of stiff competition for the job. I mean, what kid wouldn’t want such a job? The applicants (usually with parental help) submitted an online video showing their passion for toys. Finalists then meet with company executives to show in person why they should be the next CPO.
As always it was a difficult decision says Liz MacDonald, vice president of marketing and store planning, Toys”R”Us, Canada, but Emile’s enthusiasm and outgoing personality won them over.
Why a child to test toys, MacDonald says, “The CPO position was created because, as Canada’s toy authority, we know that kids are the experts in teaching parents and gift-givers about the hottest new toys.
Émile already has the first delivery of new toys to his home, and will soon be on the road to share his top picks for the best toys and games for spring.
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