A Valuable Resource for Parents and Caregivers, Updated Site Provides Expanded Content and New Features

WAYNE, NJ (September 9, 2008) - As part of its ongoing commitment to the safety of children, Toys"R"Us, Inc. today unveiled new enhancements to its dedicated Safety microsite, In addition to the information on the existing site, which is already an important resource for parents and caregivers, the expanded content and new features include safety-related news, as well as tips about accident prevention throughout the year. The new site launches today with a focus on baby safety during the month of September, featuring guidelines developed in collaboration with Safe Kids Worldwide, the world's leading childhood injury prevention organization.

"As one of the leaders on the critical issue of children's safety, we are pleased to present important new content to augment our heavily-visited Safety microsite," said Jerry Storch, Chairman and CEO, Toys"R"Us, Inc. "Since introducing this dedicated safety resource last fall, it has become a valuable vehicle for millions of parents and caregivers to access vital child and product safety information. We know that providing the safest environment for children requires constant vigilance, and we hope parents will continue to look to the "R"Us family as partners in helping them achieve that shared goal."


The enhanced Safety microsite contains new features and expanded and refreshed content, including:

Details about the latest safety-related news and hot topics;
Information about recent product recalls and the ability to sign up for product recall e-mail alerts;
An overview of the company's industry-leading product safety and quality assurance standards;
Frequently asked questions and answers about product safety;
Childhood injury research and trends from the company's safety partner, Safe Kids Worldwide;
Comprehensive information about the company's policies to ensure a safe shopping environment; and
Information about safety-related products available in "R"Us stores nationwide and online at
As part of the long-term company's partnership with Safe Kids Worldwide, will also continuously offer helpful safety tips to educate parents about accident prevention during key times of the year when children are at most risk of injury. The site will feature comprehensive childhood safety campaigns focused on topics such as Summer Safety, Halloween Safety and Holiday Toy Safety.


Throughout the month of September, the microsite features valuable baby safety information, including ways to create and maintain a safe environment for babies in the nursery, outdoors, and during mealtime, playtime and bath time. Suggested childproofing techniques for creating safe spaces at home and while traveling are also available.

"Most of the injuries that occur to over 230,000 infants could be avoided by taking simple measures," said Mitch Stoller, President and CEO, Safe Kids Worldwide. "We are proud to partner with Toys"R"Us, Inc. in providing important tips that can help parents ensure they are doing all they can to keep their babies as safe as possible."

To help parents provide a safe environment for infants, Babies"R"Us features the broadest assortment of the latest baby safety products available in stores and online at, including:

Travel Safety Gear – A wide selection of car seats, including the Britax Boulevard® CS with Click & Safe Technology™
Nursery Safety Merchandise – A variety of sound and video monitors, as well as sleep sacks for infants and bed rails for toddlers
Childproofing Tools – Gates, cabinet and drawer locks, outlet covers, furniture corner guards and much more
Bathroom Safety Products – Water thermometers, toilet seat locks, bath safety rails and faucet covers
More information about these and other baby safety products can be found on the company's dedicated Safety microsite,

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1,500 stores, including 585 Toys"R"Us stores and 262 Babies"R"Us stores in the U.S., more than 691 international stores in 33 countries, which includes licensed and franchise stores, and through its Internet site at

About Safe Kids Worldwide
Safe Kids Worldwide is a global network of organizations whose mission is to prevent accidental childhood injury, the leading killer of children 14 and under. More than 630 grassroots coalitions in 17 countries bring together health and safety experts, educators, corporations, foundations, governments and volunteers to educate and protect families. The organization was founded in 1987 by Children's National Medical Center with support from Johnson & Johnson. For more information go to or call 202-662-0600.


For more information please contact:

Toys"R"Us, Inc.
Kathleen Waugh
Phone: 646-366-8823/973-617-5888

Jennifer Albano
Phone: 973-617-5632