BABIES“R”US® INTRODUCES THE FIRST-EVER FASHION COLLECTION FOR LITTLE ONES FROM INNOVATIVE LIFESTYLE BRAND, LITTLEMISSMATCHED™

BABIES“R”US® INTRODUCES THE FIRST-EVER FASHION COLLECTION FOR LITTLE ONES FROM INNOVATIVE LIFESTYLE BRAND, LITTLEMISSMATCHED™

Exclusive Offering for Babies Brings Popular Mix-and-Match Fashion Designs to Juvenile Products

WAYNE, NJ (August 12, 2010) – Today, Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer, announced that it has paired up with LittleMissMatched™ to bring an exclusive assortment of baby apparel, accessories, bedding, room décor and nursery furniture to Babies“R”Us® stores nationwide. This new collection for infants and toddlers expands the company’s relationship with LittleMissMatched, which brought lifestyle products for kids and tweens into Toys“R”Us® stores last fall.

Born from a line of non-matching socks sold in odd numbers, and established upon a company motto that encourages self-expression through unique style, LittleMissMatched has been revolutionizing the fashion industry one sock at a time. Now, Babies“R”Us is offering a differentiated collection of mix-and-match baby products, co-developed by the merchandising teams at Babies“R”Us and LittleMissMatched,that will transform from basic to bold by adding a bit of pizzazz.

“LittleMissMatched is one of the most innovative kids’ brands around, and we are excited to bring their playful fashion sensibilities to our merchandise assortment for little ones through this exclusive collection at Babies“R”Us,” said Karen Dodge, Chief Merchandising Officer, Toys“R”Us, Inc. “This new LittleMissMatched offering for babies further adds to our broad assortment of distinctive products that can only be found at Babies“R”Us stores.”

Available at Babies“R”Us stores nationwide, with a select assortment available online at Babiesrus.com, all items included in the LittleMissMatched baby collection feature stimulating combinations of color and prints using various textiles. Mixing vibrant hues with black-and-white, as well as classic and modern patterns, such as stars and stripes, and polka dots and hearts, this stand-out assortment is sure to appeal to shoppers with an eclectic edge.

“We had a great time collaborating with the Babies“R”Us team to develop this new collection for infants and toddlers. Their authority in the baby products arena and our unique approach to design has been a perfect (mix and) match,” said Jonah Staw, CEO and co-founder of LittleMissMatched. “The bold colors and patterns we’re known for are a fun departure from the traditional pale pinks and blues typically associated with baby products, and we think parents and gift givers will love these fashionably unexpected choices.”

Babies“R”Us will support the launch of the LittleMissMatched line with a marketing campaign, including in-store signage, exposure in the September Babies“R”Us catalog, an introduction to the assortment on Facebook at Facebook.com/Babiesrus and online promotions at Babiesrus.com.

The following categories and select items are part of the new LittleMissMatched collection at Babies“R”Us:

Apparel and Accessories

Ranging in price from $7.99 to $24.99, LittleMissMatched baby apparel and accessories feature a variety of styles, from classic prints to deco-modern patterns in fabrics such as baby-soft cotton. The fall apparel assortment, available in sizes 0 – 12 months, offers short- and long-sleeved bodysuits and leggings with mismatched cuffs, as well as coveralls and separates for girls and boys. The collection also includes caps, socks and bibs that feature prints to match the apparel, but can be mismatched for fun.

Infant Bedding and Room Décor

Silly Safari – Presenting a mix of pale blues, browns, beige and muted lime green, this nursery collection features kids’ favorite safari friends, such as lions, elephants, giraffes and monkeys. The assortment includes a mismatched crib bumper, fitted sheets, a velour monkey blanket, set of four striped, polka-dotted and animal-patterned receiving blankets, safari animal mobile, wall decals, matching playmats, three styles of decorative storage pieces and more. Items are sold separately and in bundled sets.

MissMatched Monkey– With a range of pink hues, vivid greens and warm yellows, this nursery collection features a cute and colorful monkey who dons a signature bow. Items sold separately, or as bundled sets, include a mismatched crib bumper, fitted sheets, a velour monkey blanket, set of four striped, polka-dotted and MissMatched Monkey-patterned receiving blankets, safari animal mobile, wall decals, matching playmats, three styles of decorative storage and more.

Toddler Bedding and Room Décor

Heart to Heart – This contemporary, bedroom collection for growing girls includes a four-piece bed set featuring a heart and polka-dotted quilt with a sweet tossed heart pattern on the reverse side, a reversible heart pattern pillowcase, a flat sheet that is solid hot pink on one side with bursting hearts on the other, and a bonus heart pillow. A Heart to Heart growing flower growth chart measuring up to five feet tall is also available, along with wall decals and a mix and match floor mat featuring squares of hearts, dots, stripes and geometric prints.

Superstar – Little boys can customize their bedrooms with this collection, which includes a quilt featuring a geometric pattern on one side and a bold tossed star pattern on the other, a reversible star pattern pillowcase and flat sheet that is solid blue with bursting stars on the reverse. From baby to big kid, boys can measure their height with the Superstar dinosaur growth chart. And to complete a room’s décor, wall decals and a floor mat are also available.

Lifetime Furniture

Coming this fall is a lifetime furniture collection, which grows with kids from baby to toddler to tween and includes a crib, changing table, desk, nightstand and four-drawer dresser, all of which are white with colorful accent slats in blue, green, pink and yellow. The interchangeable slats allow parents and kids to customize each piece to match or mismatch their furniture piece with the room’s decor. The changing table doubles as a dresser and can be converted into a desk with the purchase of a nightstand to suit the needs of kids through all of life’s stages. The four-drawer dresser and shelf unit features a dry erase board and black board features.

LittleMissMatched Products Also Featured at Toys“R”Us Stores Nationwide

In 2009, Toys“R”Us stores across the country and Toysrus.com began to offer an array of popular apparel and accessories from LittleMissMatched for kids, tweens and teens.

The assortment of items, from socks and hats to tote bags and backpacks, range in price from $4.99 to $19.99, allowing kids to bring fun flair and function to their individual style while at home, at school or on-the-go. An expanded selection of LittleMissMatched “big kid” bedroom furniture and accessories, including headboards and footboards, dressers, desks, blankets, bedding and more, is also available online at Toysrus.com.

A New York-inspired selection of LittleMissMatched socks, shirts and totes for New York City residents and tourists alike, has just been introduced at Toys“R”Us Times Square. For $8 to $20, those who want to represent the city the love can choose from a selection of 3-pack mismatched ankle and knee socks that feature skyscrapers, taxis and more as an ode to the Big Apple, as well as funky New York-themed t-shirts and tote bags.

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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. It currently sells merchandise in more than 1,560 stores, including 848 Toys“R”Us and Babies“R”Us stores in the United States, and more than 510 international stores and 200 licensed stores in 33 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, FAO.com and babyuniverse.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 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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For more information please contact:

Toys"R"Us/Babies"R"Us
Adrienne Giordano
973-617-4383
Adrienne.Giordano@toysrus.com