Toys"R"Us expands its mobile shopping offerings, allows shoppers to look up child's Wish List via smartphone, check product availability

Cindy Allen

WAYNE, New Jersey , November 18, 2011 (Toys"R"Us) – Toys"R"Us® today announced that it has expanded its mobile offerings for the holiday season, providing an enhanced shopping experience for on-the-go shoppers. In addition, updates made to the Toys"R"Us shopping experience for iPhone and Android users make it even easier to shop with THE toy authority, and new partnerships with eBay, Google and shopkick help customers locate the product they want, pay for purchases and save money, all from their mobile devices.

"Mobile commerce is our fastest growing channel of consumer engagement, as shoppers increasingly use their smartphones to research gifts, get product reviews, compare prices, check availability of an item at a local store, save money with deals and pay for their purchases," said Greg Ahearn, Chief Marketing Officer, Toys"R"Us, U.S. "As new technologies emerge, we continue to partner with leading providers to enhance our mobile offerings, making it easier than ever for Toys"R"Us customers to navigate our stores and websites to find the must-have gifts for the kids in their lives."

Finding the RIGHT Gift with Toys"R"Us on iPhone and Android: In addition to ongoing mobile offerings for iPhone and Android, by the end of this month, Toys"R"Us shoppers will have the ability to look up a little one's Toys"R"Us Wish List via the Toys"R"Us app on their smartphone. A version of the Toys"R"Us Gift Finder, currently accessible on Toysrus.com and the company's iPad app, will also be available for iPhone and Android devices. The Gift Finder asks gift-givers a series of questions about the child they're shopping for, and provides gift suggestions based on age and interests. And, when customers search for a product, they will be able to sort the results by relevance, best-selling items, top-rated items or price.

Milo and RedLaser 3.0 for iPhone Allow Easy Access to Product Availability: On-the-go shoppers can also use their smartphones to check the availability of a specific product they're looking for at a local Toys"R"Us store through the company's partnership with eBay that makes local inventory searchable on free mobile apps Milo and RedLaser 3.0. Using the RedLaser 3.0 app for iPhone, customers can pay for the item they're looking for within the app, and then pick up their item at a nearby store.

Location-Based Programs Foursquare and shopkick Provide Additional Ways to Save: Parents and gift-givers shopping at Toys"R"Us on Thursday, November 24 and Friday, November 25 for the official start to the holiday season can check-in at their local store via Foursquare to receive the Geoffrey Holiday Badge, while supplies last. After unlocking the badge, those who check-in can redeem a coupon for 15% off a purchase of $150 or more, valid Sunday, November 27 through Saturday, December 3*. In addition, Super Swarm deals will be unlocked when 15 people check in at the same Toys"R"Us location within a three-hour timeframe on Thursday, November 24 and Friday, November 25, allowing participants to choose from the following offers: Buy One, Get One 40% off no-contract phone cards, $50 off the Imaginarium® City Central Train Table or 40% off all Incredible Edibles**. Throughout the remainder of the holiday season, shoppers can unlock the Geoffrey Holiday Badge and additional special savings opportunities when checking in at Toys"R"Us on Foursquare.

In approximately 100 Toys"R"Us stores in the New York, San Francisco, Chicago and Los Angeles metro areas, customers can receive savings just by walking in the door through a partnership with shopkick. Shopkick rewards shoppers just for visiting thousands of partner retailers nationwide, allowing them to earn "kicks" that can be redeemed for Toys"R"Us gift cards, among other things. Shopkick users visiting participating Toys"R"Us stores from Thursday, November 24 to Saturday, November 26 can earn 500 kicks, and a coupon for $10 off the purchase of $100 or more that can be used the following week.

Google Wallet Available in 200 "R"Us® Stores: Customers in approximately 200 Toys"R"Us and Babies"R"Us stores in major metro areas, including New York, Los Angeles, Washington, D.C., Chicago and San Francisco can use their phone to pay for their purchases using Google Wallet. Google Wallet is a new payment option that uses near-field communication technology to turn a shopper's cell phone into their wallet, allowing them to pay for purchases, and even redeem coupons, by simply tapping their phone on a special reader installed at the register. Google Wallet is presently available on Sprint Nexus S 4G phones.

QR Codes Bring the Hottest Toys of the Season to Life

Customers have responded enthusiastically to the dynamic, interactive content provided by quick response, or QR codes, that the company has used to supplement print advertising vehicles, product packaging and in-store signage.

For example, in the approximately two weeks following the launch of The Great Big Toys"R"Us Book, the four product-specific QR codes throughout the catalog for Air Swimmers® eXtreme from Animal Planet(TM), My Keepon® from Wow! Stuff, Moshi Monsters(TM) from Spin Master(TM) and The Trash Pack(TM) from Moose Toys® and the Fast Lane® JLX Matrix(TM) from Toys"R"Us, were scanned tens of thousands of times. Each item's accompanying QR code lets viewers see demonstrations of the product in action, such as My Keepon bopping to a dance beat or the Air Swimmers eXtreme sneaking up on an unsuspecting parent.

QR codes are also available as part of in-store signage and on individual product packaging to showcase product demos or provide additional information on how a particular program works. For example, packaging for five select items from the True Heroes® L.A.S.E.R. line, the company's foremost action figure and role play brand that highlights the real heroes of the future, features QR codes that allow customers to access a unique online comic experience for kids where the stories of the characters' adventures come to life, bringing action figure play into the digital world.

Mobile Messaging, Barcode Scanners and eGift Cards Make It Easy to Save and Pay On-the-Go

Customers can opt-in to the company's "R" Mobile Messaging program to have the week's best deals at Toys"R"Us and Babies"R"Us® sent directly to their mobile phones. SMS messages are sent up to twice per week, and highlight some of the most compelling savings offers currently available. Customers can text "DEALS4" to 78697 for Toys"R"Us deals, "DEALS7" to 72229 for Babies"R"Us offers, and "EEDEALS" to 78697 to receive special notification regarding electronics deals.***

The company supports "R" Mobile Messaging with a comprehensive marketing program, inclusive of placement in print circulars and colorful in-store signage complete with the easy-to-follow "text" instructions on how to become a subscriber described above. In addition, all signage promoting the mobile messaging program in "R"Us stores across the country features the "R" Mobile icon: a backwards "ringing" "R."

All Toys"R"Us and Babies"R"Us stores are also equipped with coupon barcode scanners, which allow store associates to scan customers' mobile e-mail coupons straight from their mobile devices - no coupon clipping required!

Shoppers can also pay for their purchases using their mobile devices with Toys"R"Us and Babies"R"Us eGift Cards, which can be sent from a gift-giver to the recipient electronically via e-mail, and the recipient can redeem the gift card in-store via their mobile device. Those who wish to send eGift Cards to loved ones can visit Toysrus.com/GiftCertificates to browse the latest holiday offerings.

About Toys"R"Us, Inc.

Toys"R"Us, Inc. is the world's leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 873 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 600 international stores and over 140 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand's flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys"R"Us, Inc. can be found on Toysrusinc.com. Follow Toys"R"Us, Babies"R"Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO, and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.

*Valid in-store only. One coupon per guest. Excludes baby food, diapers, formula, wipes, Ameda, Baby Brezza, Baby Jogger, BOB, Britax, Bugaboo, Cybex, ERGObaby, Mamas & Papas, Motherhood Maternity, Nap Nanny, Pediped, Peg Perego, Phil & Teds, Robeez, Tommee Tippee, Under Armour, electronic learning toys, netbooks, tablets, video game hardware, video games, Apple products, FAO products, RobotGalaxy, Buyer Protection Plan, gift cards, photo studios, phone orders, Special Orders, assembly fee, breast-pump rental free, delivery free, and shipping & handling. Not valid with any other "R"Us total transaction offer or on prior purchases. Coupon must be surrendered at time of purchase and value is forfeited if item is returned. Coupon prorated among eligible items purchased. Only original coupons accepted. Void where prohibited. Valid USA only. Cash value 1/100 of 1 cent.

** To redeem from your phone, display mobile coupon at checkout. In-store purchase only. One coupon per guest. Not valid with any other "R"Us offer for same item or on prior purchases. Coupon must be surrendered at time of purchase and value is forfeited if item is returned. We reserve the right to limit quantities. Void where prohibited. Valid contiguous United States, Alaska and Hawaii. Cash value 1/100 of 1¢. For phone card offer, discounted item must be of equal or lesser value to the lowest priced item purchased. Creepy Crawlers offer excludes Incredible Edibles Fright Factory. Sale prices valid through 11/25/11. Prices may vary at Toys"R"Us Express and outlet stores. Interim price changes may have occurred. Select items, styles or events may not be available at all locations. We reserve the right to limit quantities.

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