Holiday Pop-Up Stores and New Toy Shops in Babies"R"Us Stores Designed to Grow Brand Penetration and Drive Sales

WAYNE, NJ (September 15, 2009) - Just in time for the holiday shopping season, hundreds of Toys"R"Us locations are conveniently popping up nationwide! Today, the company announced plans to open nearly 350 'Holiday Express' toy locations across the country by early October. This significant toy-selling expansion includes more than 80 Holiday Express pop-up stores opening nationwide in malls and other shopping centers, and more than 260 Toys"R"Us Holiday Express shops within the company's Babies"R"Us stores. These new locations will offer customers a unique selection of the hottest gifts and great values for kids of all ages throughout the holiday season.

"We're aggressively expanding our toy-selling footprint to make Toys"R"Us more accessible than ever for busy shoppers this holiday season," said Jerry Storch, Chairman and CEO, Toys"R"Us, Inc. "At the same time, the foot traffic in these popular shopping destinations provides a considerable opportunity to assert our toy authority position, increase our brand penetration and drive incremental sales during this important time of year."

Toys"R"Us Holiday Express Pop-Up Stores - Sizeable Locations Offering a Specially-Selected Toy Assortment
Toys"R"Us Holiday Express pop-up stores are approximately 4,000 square feet in size and are located in malls and other shopping centers in major markets from California to New York and Michigan to Puerto Rico. On-the-go parents, grandparents and last-minute shoppers looking to purchase everything on little ones' wish lists in one quick trip will find a convenient selection of playthings and perennial favorites, including dolls, action figures and educational toys to fit every budget. Gift-givers can rest assured that even though the Toys"R"Us Holiday Express pop-up stores may close in mid-January, returns and exchanges can be made easily after the holiday season in any of the company's 847 Toys"R"Us and Babies"R"Us stores across the country.

Holiday Express Shops Bring Toys"R"Us to Babies"R"Us Stores for the First Time
Beginning in early October, Toys"R"Us Holiday Express shops will be introduced into the company's more than 260 Babies"R"Us stores nationwide, truly bringing Toys"R"Us into Babies"R"Us stores for the first time. Representing a substantial increase in toy-selling capacity, the average shop will provide approximately 2,500 square feet of toys, nearly triple the space generally allotted to toys in Babies"R"Us stores. This considerable increase in toy-selling capacity will provide customers with a wide array of infant and preschool toys, as well as a great selection of hot toys for older kids.

The addition of these shops to Babies"R"Us stores illustrates the company's ongoing strategy of combining the best of Toys"R"Us and Babies"R"Us to provide time-strapped parents with a convenient shopping experience. Over the past three years, the company has opened approximately 25 "R" Superstores and more than 60 Side-by-Side stores that combine Toys"R"Us and Babies"R"Us together under one roof, returning the company to its roots of offering toys and baby products in one location.

Expertise and Service from THE Toy Authority
All Toys"R"Us Holiday Express locations will offer the same specialty services as their full-size Toys"R"Us store counterparts, including toy-trained associates on hand to help parents and gift-givers find the right toy for the child in their lives. In addition, shoppers in Toys"R"Us Holiday Express locations will have the ability to register for Rewards"R"Us, the company's customer loyalty program. Gift cards and buyer protection plans also will be available in these locations.

The company will support the launch of its Toys"R"Us Holiday Express locations with print and online advertising, as well as in shopping center marketing vehicles. In addition, store hours and locations of the Holiday Express stores will be available on the company's online Store Locator at

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About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,500 stores, including 847 Toys"R"Us and Babies"R"Us stores in the United States, and more than 700 international stores in 33 countries, consisting of both licensed and franchised stores. In addition, it sells extraordinary toys in two FAO Schwarz stores in the United States. With its strong portfolio of e-commerce sites including,,, and, it provides shoppers with an unparalleled online selection of distinctive toy and baby products. In addition, the company operates, an online resource for parents. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs nearly 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.

For more information please contact:

Toys"R"Us, Inc.
Jennifer Albano
Phone: (973) 617-5632

Katie Reczek
Phone: (973) 617-4381