Frightful Frocks and Expanded Selection of Halloween Safety Merchandise Featured In-Store With Additional Costumes and First-Ever Digital Costume Catalog Available Online

WAYNE, NJ (September 8, 2010) – To help parents and kids carve out the most smashing Halloween this year, Toys“R”Us® stores nationwide and have introduced Halloween “boo”tiques filled with everything kids need to celebrate the most frightful day of the year. From costumes and accessories to candy and safety items, shoppers can find everything they need to transform their look or decorate their home before trick-or-treating begins. Additionally, Toys“R”Us has expanded its Halloween safety product assortment, offering an even larger selection of items to help keep kids safe this haunted Halloween night. Before heading out on All Hallow’s Eve, kids can search for the hottest costumes and accessories online at, and starting tomorrow, they can browse the company’s new digital costume catalog, filled with the most fa“boo”lous costumes categorized by age and gender.

Bewitching Costumes for Kids and Kids at Heart

From witches with wings to Mario with muscles, the Toys“R”Us Halloween shops offer the hottest costumes for kids, including perennial favorites, such as Star Wars and TRANSFORMERS, and new characters like the Zhu Zhu™ Pets and Disney’s Princess Tiana. For those just beginning to think about the ghoulish garments they’ll be wearing this Halloween, below are highlights of costumes expected to be the most popular this year:

Tiny Trick-or-Treaters: Even the tiniest of tots can dress as their favorite characters this year with new infant and toddler coveralls, available exclusively at Toys“R”Us. Costumes, in sizes 12 – 48 months, include Iron Man®, Wolverine®, Mickey and Minnie Mouse, Buzz Lightyear and Woody from Toy Story, Tigger, Pooh and Thomas the Tank Engine. Several costumes even recite notable movie lines, like “I AM IRON MAN!” with the touch of a button.
Halloween Heroes: Superheroes continue to be a popular choice among kids aspiring to tap into their super powers. Whether little girls emulate Wonder Woman® or Batgirl®, or little boys decide to dress as Superman® or Batman® – kids big and small, playing the villain or avenger, can find their favorite classic and new superheroes at Toys“R”Us.
Wings and Things: This season, kids can soar with winged costumes. Incredible insects, like ladybugs, bees and butterflies, are flying into Toys“R”Us stores along with wicked, winged witches and more for kids of all ages!
Muscle Madness: Whether little ones dress as Iron Man, a Power Ranger® or Buzz Lightyear, a costume with muscles or padding is all the rage. To bulk up like kids’ favorite characters, inflatable abs can ensure kids shape up in their costumes. New this year are Super Mario Brothers® costumes with blow up bellies to help kids look just like Mario™ and Luigi™!
Pretty, Pretty Princess: Many little girls love to get glam for Halloween, and Toys“R”Us and Disney have partnered again this year to offer a specially designed line of costumes, available exclusively at Toys“R”Us stores, marked with Children Affected by AIDS Foundation (CAAF) hangtags. Supporting CAAF with a joint contribution of $50,000, Toys“R”Us, Inc. and Disney have created exclusive costumes, including Ariel from The Little Mermaid; Aurora from Sleeping Beauty; Belle from Beauty and the Beast; Jasmine from Aladdin; Cinderella and Snow White. For more information and to see the full assortment of CAAF costumes, customers can visit
Digital Costume Catalog

To help kids and parents research the best costume to create a most mysterious disguise, starting tomorrow, will introduce an online catalog showcasing the broad assortment of costumes and accessories available at the company’s stores. Filled with images of kids dressed in their spooky, kooky, pretty and heroic outfits, kids and parents browsing the catalog can see how a costume will look when worn before making their final, frightful decision. To help round out Halloween looks, the online catalog also showcases accessories destined to top off any Halloween outfit. Beyond featuring the assortment of costumes available in Toys“R”Us stores, also offers an expanded assortment of costumes available through the company’s website, including costumes for big kids and kids at heart.

“Toys“R”Us has unique insights into the characters that kids most want to transform into on Halloween, whether it is Barbie® and Iron Man or more classic themes like adorable animals and princesses,” said Karen Dodge, Senior Vice President, Chief Merchandising Officer, Toys“R”Us, Inc. “To help parents keep kids safe, we have expanded our assortment of Halloween-themed safety items at Toys“R”Us stores across the country so trick-or-treaters can make sure they are clearly seen while out at night.”

“Be Safe. Be Seen. Be Spooky!”

Before becoming a furry animal or pop star diva, kids and their parents should discuss the importance of being safe on the spookiest night of the year. The Halloween shops at Toys“R”Us stores nationwide offer a large assortment of safety merchandise to help kids “Be safe. Be seen. Be spooky!” while out and about trick-or-treating. Safety products available, include, light-up lanterns, headbands and candy buckets; glow necklaces, bracelets and masks; reflectors; flashlights and more.

In addition to the selection of safety products, the company’s dedicated safety website,, features Halloween Safety tips to help parents and kids prepare for the merry mischief of trick-or-treating on Halloween night. Topics parents may find helpful to discuss with their children include: where, and where not, to trick-or-treat; how to choose the right costume for a child; helpful safety accessories to use while trick-or-treating; and being selective about the treats kids accept and are safe to eat. Parents looking for more safety information are advised to visit for the full list of tips.

Geoffrey’s Halloween Parade Featuring Crayola!

On Saturday, October 30, from 12 noon – 3 pm kids can make final preparations for Halloween at the “Geoffrey’s Halloween Parade Featuring Crayola!” event at Toys“R”Us stores nationwide. During the event, attendees can dress in their ghoulish garb a day early as they design their own Crayola Glow Explosion masterpiece. This glow-in-the-dark creation will be used to customize kids’ complimentary, reusable Trick“R”Treat bag by sliding it into the outside sleeve, ensuring each trick-or-treater knows whose bag is whose once it’s filled with goodies. In addition, kids will have the opportunity to sign Geoffrey’s Safety Pledge, a checklist with key tips for parents to review with their children before trick-or-treating, created by Toys“R”Us and Safe Kids USA.

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,,, and, 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, Inc.
Meryl Schrank
973-617-5634 / 646-366-8825

Bob Friedland
973-617-4371 / 646-366-8862