TOYS“R”US® ANNOUNCES 2011 HOLIDAY TOY TRENDS

From App-Interactive Playthings and Contemporary Plush with Peculiar Personalities, to Items Inspired by Virtual Properties and Good Old Gross Fun, Toys“R”Us Shines Spotlight on Trends Expected to Influence Holiday Toy Sales


WAYNE, NJ (October 5, 2011) – Toys“R”Us® today announced four top trends anticipated to influence toy sales in the coming months. From scouring trade shows and hit online videos to testing products in its network of 1,600 stores across 35 countries and jurisdictions, the company’s skilled merchandising team has spent the year analyzing emerging toy trends among kids in the United States and around the world. 

“Using various methods of testing and tapping into the extensive knowledge of all our toy industry resources, the trends we’ve identified reflect the way today’s generation of kids is interacting with each other and the world around them, while also expressing a desire to explore their imagination,” said Karen Dodge, Senior Vice President, Chief Merchandising Officer, Toys“R”Us, U.S. “Now that Christmas is mere months away, we’re excited to share our unique insights about the types of toys we believe will create big smiles on little faces and help ensure the thousands of moms and dads who shop with Toys“R”Us this season become holiday heroes as kids open their gifts on Christmas morning.”

By leveraging its position as a global, specialty toy retailer, and through a rigorous process that has been a year in the making, Toys“R”Us has identified the following 2011 top toy trends, as well as select items that exemplify each trend, all of which can be found in the company’s stores nationwide and online at Toysrus.com:

App-cessories

From iPads to 3D TVs, the ways in which people engage with each other and enjoy entertainment have forever changed. And it’s no secret that adults aren’t the only ones placing the latest technological devices on their holiday wish lists. On public buses, in doctors’ offices and during play dates, kids can be spotted tapping the screens and buttons of their parents’ gadgets. To ensure tech-savvy children still have opportunities to enjoy traditional, kid-friendly play patterns, below are select toys now available at Toys“R”Us that interact with apps and are sure to excite and delight kids of all ages:

Quirky Stuffed Characters

While teddy bears have long made great gifts for babies, today’s toy market is filled with hip, trendy plush characters that are far from traditional. From koo koo birds that ignite with sounds to stuffed creatures featuring uniquely ugly looks, kids are clamoring for these quirky characters that are both cuddly and cool:

Reverse Tech

In today’s world, kids are not satisfied with, nor are they limited to, experiencing their favorite characters, shows, movies and games through just one medium. Instead, children of all ages are looking for ways to transport the excitement and entertainment of their favorite virtual properties out of the digital realm and into the physical world, too. This year, a variety of playthings, from plush pals to construction sets, offer tangible extensions of some of the most popular video games, social networks and apps for kids. The following tech-inspired toys can be found on Toys“R”Us shelves nationwide:

Gross is Good

While parents have been known to deter kids from rolling in the mud, picking through trash and eating anything that squirms or skitters, this season, children may be encouraged to enjoy friendly, foul fun – sans mess! Here are some examples of the icky, gruesome, funky toys that are as exciting as they are gross:

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 875 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 520 international stores and over 200 licensed stores in 34 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.

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Media Contacts:
Toys"R"Us, Inc.
Adrienne Giordano
973-617-4383
Adrienne.Giordano@toysrus.com

Kerry Smith
973-617-4380
Kerry.Smith@toysrus.com