World’s Largest Online Toy Store Also Makes Deal-Hunting Easy for On-the-Go Shoppers and Introduces Buyer Protection Plan

WAYNE, NJ (November 20, 2009) - With the holiday shopping season just days away from beginning in earnest, has introduced many new offerings sure to make toy buying more convenient for online shoppers while providing assistance to on-the-go deal seekers. customers can now take advantage of mobile shopping, the convenience of eGift Cards, expanded free shipping deals and a new Buyer Protection Plan. In addition, shoppers looking for everyday deals on affordable fun at can sign up for instant alerts or e-mails, or use popular social networking sites for regular updates on sales, coupon offers and even unadvertised deals.

"Each Christmas, millions of toy buyers log on to, not only to shop our broad assortment of toys and find in-demand products, but also to conduct research on products and services available in our stores," said Michael Scharff, Vice President, General Manager Global e-commerce, Toys"R"Us, Inc. "We are pleased to introduce new offerings to make it more convenient than ever to shop with us and be among the first to know about our great deals. The addition of mobile shopping provides a seamless online and in-store shopping experience for all of our customers."

On-the-Go Toy-Buying Made Easy
Beginning this weekend, will launch mobile shopping, providing busy holiday shoppers convenient access to the world's largest online toy store from any web-enabled device, whether they are making a purchase or in need of shopping assistance. Customers can shop the new mobile-enabled or through dedicated apps for Blackberry or iPhone. Following are some of the features now available for mobile users:

Make Purchases Instantly: Mobile shoppers have access to the simplified navigation of with products sorted by category and brand and can make purchases from their mobile phone just as easily as they can from a computer.
Obtain Suggestions for Gifts: Shoppers who find themselves stumped when choosing the perfect present for the little ones in their lives can visit the "What's New" store or view top sellers or new products with one click on
Locate a Store: Finding a Toys"R"Us store while out on a shopping trip has never been easier with the company's mobile store locator.
Research Products During In-Store Shopping Trips: Customers now have the benefit of immediately consulting the millions of customer reviews and ratings on when making purchase decisions in-store.
Check Availability of Out-of-Stock Items: If an item at their local Toys"R"Us store happens to be out of stock, gift-givers can easily plug the item or product number into their mobile device instantly to see if it is available online.
Customers Can Be the First to Know About New Deals and Promotions
Toys"R"Us customers and tech-savvy shoppers have the ability to receive regular updates on all the latest deals available in Toys"R"Us stores and online at Customers can sign up to receive emails about weekly and daily in-store and online sales and promotions, as well as unadvertised deals as they are announced.

And, fans of the official Toys"R"Us Facebook fan page at can obtain status updates on weekly and daily deals, special promotions, coupon offers and even find out about exclusive deals just for members. Facebook fans also often receive exclusive previews of some of the biggest sales at Toys"R"Us, including Black Friday specials, and are alerted when hard-to-find products become available on the site. Twitter, RSS feeds and mobile alerts on social networking sites also provide instant alerts about deals.

Free Shipping Offers Throughout the Holiday Shopping Season will offer free shipping deals throughout the holiday season. Beginning tomorrow, Saturday, November 21 through Monday, November 23, shoppers can take advantage of free shipping on all purchases of $49 or more*. The site will also participate in Free Shipping Day on December 17. Customers should check regularly for the most up-to-date information on free shipping offers.

eGift Cards Cater to Last Minute Shoppers and Gift-Givers Far Away
New to this holiday season are eGift Cards, which can be purchased and emailed immediately to a gift recipient. eGift Cards are available in an assortment of themes ranging from Christmas and Hanukah to birthday and general interest. They can be purchased in any denomination and are redeemable not only online, but also in-store. All eGift Cards are protected with individual PIN numbers, ensuring security upon redemption.

Online Buyer Protection Plan Takes the Stress Out of Hearing "Oops" now offers two types of Buyer Protection Plans to help protect purchases from life's unforeseen incidents. Items eligible for a Buyer Protection Plan are noted on the site, and customers can choose whether they'd like the replacement plan or service plan. More information about terms and fees for each of the Buyer Protection Plans is available on

Other Services and Tools for Shoppers
In addition to new and improved features, shoppers can continue to take advantage of existing site features for gift ideas and to help locate a specific product in-store, including Gift Finder, Wish List and "Want It Today?"

*Free shipping offer up to a $25 value.

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 1,550 stores, including 849 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
(973) 617-5632

Linda DeNotaris
(973) 617-4766