NICKELODEON OPENS FIRST-EVER BRANDED RETAIL DESTINATION; LAUNCHES 1,000 SQUARE FOOT ‘NICK SHOP’ IN TOYS“R”US TIMES SQUARE

Shop Provides Consumers One-of-a-Kind Nickelodeon Shopping Experience in Heart of New York City


NEW YORK – MAY 29, 2013 – Nickelodeon announced today the launch of its ‘Nick Shop’ in Toys“R”Us Times Square, the company’s international flagship store. The 1,000 square foot Nick Shop is an immersive Nickelodeon retail experience jam-packed with fun and adventure around every corner. The Nick Shop features exclusive New York-branded products such as kids and adult apparel, accessories, plush toys, drinkware, home goods and more, featuring Nickelodeon characters including Dora the Explorer, Bubble Guppies, Team Umizoomi, Winx Club, SpongeBob SquarePants and Teenage Mutant Ninja Turtles, retailing between $5.99 and $49.99.  Additionally, the shop, located on Level One of The World's Greatest Toy Store™, offers visitors an assortment of Nickelodeon-branded toys, books and DVDs.

“We are overjoyed to officially launch our ‘Nick Shop’ at Toys“R”Us Times Square, offering exclusive products featuring some of our most iconic brands,” said Pam Kaufman, Chief Marketing Officer, Nickelodeon Group. “Times Square is one of the world’s most-visited attractions and now consumers from all around the world can take home a piece of the number-one entertainment brand for kids, in the number-one city in the world.”

The Nick Shop’s vibrant orange walls and columns are covered with cutting edge décor stencils of characters from Nickelodeon’s hit animated series, with several interactive, touchscreen LED screens placed throughout. From a distance, the large digital displays create a unified canvas that showcases humorous and entertaining Nickelodeon content. When guests walk near the space, they can interact with and explore the content using their hands to swipe and tap the screens.

“The thousands of kids and families who visit Toys“R”Us Times Square each year are sure to be wowed by this truly unique Nickelodeon shopping experience,” said Richard Barry, Executive Vice President, Chief Merchandising Officer, Toys“R”Us, Inc. “Nickelodeon has created some of the most recognizable characters in the world and we fully expect to hear squeals of delight from young kids when they visit this new environment. In addition to an expanded assortment of Nickelodeon products, we’re excited to offer so many exclusive items available only at our international flagship store.”

Customers can also find more Nickelodeon products on Level Two of Toys“R”Us Times Square. The Nick Shop is now open to the public during regular business hours*: Sunday-Friday, 10:00 a.m.-11:00 p.m. and Saturday, 9:00 a.m.-11:00 p.m.

Nickelodeon, now in its 34th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, and feature films. Nickelodeon’s U.S. television network is seen in almost 100 million households and has been the number-one-rated basic cable network for 18 consecutive years. For more information or artwork, visit www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIAB).

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 874 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 660 international stores and over 160 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.

*Store hours subject to change.

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Media Contact:
Nickelodeon
Tori Fernandes
Tori.Fernandes@nick.com

Toys“R”Us, Inc.
Nicole Hayes
nicole.hayes@toysrus.com