“R” Portfolio of Online Brands

Toysrus.com

The Online Toy Authority

Toysrus.com is a leading online specialty store for a broad assortment of the most sought-after playthings, providing visitors the same product selection as “R”Us^® stores, but with the time-saving and convenience factor of the Internet.  Launched in 1998 to cater to busy moms, dads and other toy-buying adults, Toysrus.com is one of the most visited sites in the retail category with nearly 40,000 toys and video game items, exciting toy exclusives, approximately 18,000 baby products and fantastic deals every day. 

Designed with functionality and practicality in mind, Toysrus.com assists online shoppers by offering toy recommendations by age, category, gender, brand, and more; pointing out top sellers in each category. Visitors can easily locate gifts that will challenge the mind and stretch the imagination, cater to artistic and musical desires, appeal to those with a love of the outdoors or are devoted to physical activity.  In addition, Toysrus.com supports user reviews, allowing shoppers to view peer recommendations and advice on appropriate toys for children of all ages.

Toysrus.com also presents exciting features and functionality to reflect the type of product knowledge, convenience and customer service that is provided in-store by Toys“R”Us^® employees, creating a unique online shopping experience for customers. These include:

• Gift Finder: Online shoppers can filter gift options by answering a series of questions related to the age, interests and personality traits of the gift recipient.
• Want it Today? This online service enables customers to check inventory of hot toys and preferred juvenile products at the five Toys“R”Us stores closest to them, simply by entering their zip code.
• Wish List: This application serves as an online registry for kids, allowing Toys“R”Us shoppers to grant wishes the easy way.  Parents and caregivers can browse products with kids to create and update a list of their most desired gifts for holidays, birthdays, or other special occasions. Once created, kids can share their Wish Lists with family and friends via e-mail and gift-givers can also print them in “R”Us stores.   

During the 2009 holiday season, Toysrus.com became available via mobile shopping to aid on-the-go shoppers. Customers now have the convenient access to the specialty retailer from any web-enabled device and through dedicated apps for Blackberry or iPhone. Mobile users can make purchases instantly, access the Toysrus.com product inventory, obtain suggestions for gifts or research products. Other mobile perks include finding a Toys“R”Us^® store in the local area, via the mobile store locator, and checking availability of items online.

Babiesrus.com

Destination for All Things Baby

In order to meet the needs of new and expectant parents, Babiesrus.com launched in 2000 as a dedicated resource that supports parents through pregnancy and baby’s first year. The site provides a vast Babies“R”Us^® product selection, seamless shopping experience and informational tools to assist customers through the early stages of parenthood.

Babiesrus.com offers convenient access to the Baby Registry at Babies“R”Us, a best-in-class resource, which eliminates guesswork and geographic barriers from gift buying so friends and relatives can easily go online to select, buy and send the right gift directly to the expectant parents.  The online registry is extremely popular, as more than 11 million moms to date have made Babies“R”Us their registry of choice.

Babiesrus.com also features custom printed cards and invitations from eInvite. The partnership with the premier stationary retailer enables online shoppers to personalize baby shower invitations, birth announcements, baptism and birthday invitations, as well as thank you notes with ease.

The site also features product buying guidelines and advice, allowing visitors to access information and recommendations on baby gear before making purchases. Visitors can browse through top rated items per category, ranging from top-sellers in books, bath and bedding, among others. In addition, those who need to pick up a baby gift will enjoy searching the top registry items, making shopping for baby effortless.

eToys.com

Childhood Dreams Delivered

Toys“R”Us, Inc. acquired the highly regarded e-commerce site, eToys.com, from The Parent Company in February 2009.  Well-known for offering a differentiated assortment of toys, eToys.com is a brand with a rich heritage of innovation and growth.  The site was founded in 1997 as the first online toy retailer, and by 1998, eToys.com became the third largest

e-commerce site in the country.  Over the years, eToys.com became known for offering online shoppers an extensive assortment of the hottest toys, great deals everyday and top-notch customer service.  eToys.com built a loyal customer following and received accolades for its superior customer service. Today, the site places a strong emphasis on learning and educational products.

With the ability to search the site for toys by brand, age, category or theme, and even price, shoppers can conveniently find the toy that is right for the child in their lives and fits their budget. In addition, eToys.com features a Wish List, which allows parents and caregivers to browse the wide selection of products with their kids to create a tailored list of toys based not only on what the child wants, but on their age, interests and abilities.

FAO.com

Online Access to the Legendary Toy Retailer

For nearly 150 years, FAO Schwarz^® has been an iconic brand synonymous with quality and innovation, offering a timeless selection of unique toys and a special shopping experience. In 2009, Toys“R”Us, Inc. obtained the exclusive right to operate the legendary brand and relaunched its website, FAO.com, for customers who prefer to explore the full FAO Schwarz toy assortment from the comfort of their homes. Featuring a simple, easy-to-navigate layout, online shoppers can browse the selection of distinct FAO Schwarz merchandise, searching by specific toy categories and brands.

Whether children adore animals, admire the arts, prefer entertainment and dress-up, are crazy about construction, or wish to fuel their fantasy with powered toys and action figures, FAO.com offers something to fit every child’s interests and desires.  Online shoppers can also access a virtual version of the famous Muppet Whatnot^™ Workshop offered in the FAO Schwarz flagship store on Fifth Avenue, which allows customers to choose from a series of bodies, hairstyles, eyes, noses and costumes to customize their own Muppet Whatnot puppet. 

FAO.com offers the same magical experience customers have come to expect from the legendary brand, with a bright red background adorned with gold descending sparkles, and the FAO Schwarz logo prominently featured.  A large gold picture frame centered on the homepage contains rotating images of the hottest products and brands featured at FAO Schwarz.  Interactive product pages that bring to life some of FAO Schwarz’s most in-demand products, including Playmobil^®, Greenzys^™, Steiff^®, Madame Alexander^®, Melissa & Doug^® are also available on the site.

Customers can also take advantage of the various services FAO.com offers, including managing individual accounts and “shopping bags,” and signing up for exclusive promotional e-mails. In addition, an updated ‘Wish List’ application allows parents and kids to work together to create a tailored list of toys, and provides parents more input on the gifts their children receive for holidays and birthdays.

Toys.com

Hub for Unadvertised and Exclusive Deals

Toys“R”Us, Inc. acquired the Internet domain, Toys.com, one of the most commonly used URLs when consumers search online for toys, in March 2009. Today, the site exists as a destination for online shoppers to find a wide range of unadvertised and exclusive deals on toys and baby products available through the aforementioned Toys“R”Us, Inc. e-commerce sites. Many featured deals are posted to Toys.com before anywhere else on the web and shoppers take advantage of an exclusive “Deal of the Day.” The site also serves as a hub of information on the latest deals and promotions offered in “R”Us stores and online at Toyrsus.com, Babiesrus.com, and eToys.com. In addition, Toys.com highlights interesting news in the toy and baby products markets and offers a source of customer comments and product information to help shoppers make informed choices about their purchases.