Toys'R'Us unveils key holiday initiatives at special preview event in NYC

Toys"R"Us held a special preview event at its flagship location in NYC's Time Square. Speaking about the company's competitive advantages as it gears up for the holiday shopping season as well as the company’s omnichannel offerings and investments being made in its mobile capabilities were EVP and chief merchandising officer Richard Barry, as well as SVP and chief digital officer Fred Argir, respectively.

“As the holiday shopping season gets underway, our seasoned leadership team is executing an aggressive plan to fortify the rightful place of Toys“R”Us as the toy authority,” said Barry. “Our unmatched product differentiation, unique services and value offerings continue to set us apart, and we look forward to unveiling new and exciting initiatives throughout the holiday season that consumers will appreciate — today is just a small sampling of what’s in store.”

The company has made a significant investment in reinventing the toy box by generating a new and enhanced shopping experience in Toys“R”Us stores, expanding product categories that have experienced sales growth throughout the past few years and reducing the space dedicated to those areas that have underperformed.

Beginning this holiday season, Toys“R”Us will position itself as the education destination for kids, parents and teachers alike, offering exclusive learning products not widely sold by mass retailers. It will also capitalize on construction by instating a “Shop within a Store” in approximately 300 of its locations, showcasing major construction brands, such as Lego and Mega Bloks. The company will also create an experiential tablet destination in-store for kids and families, showcasing 25 tablets, including tabeo e2, which shoppers can test.

The company will also look to improve what it described as its already robust omnichannel capabilities by offering shoppers an improved wait time for “Buy Online, Pickup In Store” orders on, expedited fulfillment time for “Ship to Store” purchases and secondary in-store pickup locations.

Shoppers can expect an aggressive marketing program this holiday, which will include personalized e-mails as well as deals every day from now until Christmas. The company also plans on enhancing its loyalty incentives throughout the holiday season, and plans to offer a Friends & Family 20% coupon and an extra 25% bonus for “R”Us credit cardholders.
Wanting to get a jump on the holiday season — even as other retailers begin stocking shelves with holiday gift wrapping paper and decorations — the company is offering consumers incentives to shop early to avoid stress. Some of those incentives include:

•    Free layaway which will be offered through December 15 with no upfront service fee and no minimum purchase requirement. New this year, after an order is created in-store, subsequent payments can be made online at
•    A series of new pricing initiatives, including the recently expanded Price Match Guarantee.
•    A new extended return policy which will allow customers who shop early for the holidays to make any necessary returns through January 25.

For the approximately 35 million Rewards“R”Us loyalty program members, the company is offering the opportunity to earn 10% back, up to $100, on qualifying toy purchases through October 31. The earnings will be delivered via an e-gift card with no exclusions in November. Rewards“R”Us members who use layaway can also participate.



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