Raving Toy Maniac

Premiering the Toys"R"Us Toy Channel -- The Ultimate Destination For Exclusive, Original and Entertaining Toy Programming

Channel Debuts with Fun, Informative Videos of Must-Have Playthings and New Products, Exclusive Content from Toy Experts and Behind-the-Scenes Footage from The World's Greatest Toy Store™

WAYNE, N.J., Nov. 7, 2013 -- Toys"R"Us today announced the debut of the Toys"R"Us Toy Channel, the company's revamped and updated YouTube channel, establishing the go-to destination for exclusive, original and entertaining programming for kids and families on all things toys. The Toys"R"Us Toy Channel, www.YouTube.com/Toysrusonline, launches with eight playlists, segregating content by topic to showcase in-demand playthings and new products, interviews with toy industry experts, current commercials from the beloved brand and top toy manufacturers, plus much more. The refreshed channel and content strategy was designed in partnership with The Escape Pod, an award-winning creative agency based in Chicago.

"As a company in the toy business 365 days a year, Toys"R"Us is uniquely qualified to give viewers the inside scoop on new and hot items, plus engaging and entertaining content that can't be found anywhere else by leveraging our strong partnerships with manufacturers and entertainment companies throughout the industry," said Peter Reiner, Senior Vice President, Marketing, Toys"R"Us, U.S. "For kids and toy buffs alike, the Toys"R"Us Toy Channel is a convergence of the best the industry has to offer, with content presented in a way that is authentic to our brand."

The Toys"R"Us Toy Channel has been organized into eight easy-to-find, dedicated playlists, which currently include:

2013 Hot Toy List and Fabulous 15

For the holiday season, customers who visit the Toys"R"Us Toys Channel can browse the Hot Toy List and Fabulous 15 playlists, which feature new demo videos dedicated to the most coveted items of 2013. The Toys"R"Us Hot Toy List includes the Fabulous 15, which represent the best new playthings of the year and has its own dedicated playlist. Products featured on these Hot Toy playlists include in-demand toys like Crazy Cart™ from Razor™, Despicable Me 2 Minion Dave, Agnes and Gru Collector's Edition Figures from Thinkway Toys and Doc McStuffins Deluxe Get Better Check-Up Center from Just Play™. Each video showcases product features and benefits, plus kids playing with the toys and explaining firsthand why they're cool and why parents should expect to see them topping wish lists this holiday season.

Featured videos link back to Toysrus.com where viewers can obtain additional product information, such as customer reviews, or add the item to their Toysrus.com shopping carts. Plus, customers visiting Toysrus.com/hottoys can access the demo videos by scrolling over the individual toy they are interested in and clicking the "play" button. Throughout the coming weeks, the company will post demo videos for all of the products on the 2013 #TRUHotToyList on its website.

Only @ Toys"R"Us

Toys"R"Us offers shoppers thousands of innovative and exciting exclusive products, and boasts an extensive collection of private-label brands. Videos on this playlist highlight a selection of toys that can't be found anywhere else, such as the Monster 500™ Toxic Terror Trap Playset, the Imaginarium™ 6V Express Train and Journey Girls Parisian Dolls.

Talking Toys

This playlist gives viewers the chance to get up close and personal with some of the most creative minds in the toy industry -- people whose job it is to imagine and create toys like Barbie™, Hot Wheels® and LEGO®. The playlist will feature additional interviews with toy industry experts from Disney, Hasbro®, LeapFrog® and more, as these innovators take viewers through the creation of popular products as part of this collection of fun, entertaining videos that will engage kids of all ages and kids at heart.

More Toy Fun

Featuring content such as demonstration and sizzle videos from top toy brands like Crayola® K'Nex®, LeapFrog®, Little Tikes® and Step 2®, with more fun to follow in the coming weeks and months, this playlist is a perfect complement to the channel's other content.

"R" Commercials

This playlist serves as a destination for the most recent Toys"R"Us TV advertisements. The playlist currently features the spots created for the 2013 holiday shopping season, plus behind-the-scenes footage from this special commercial shoot that allows parents and gift-givers to experience the magic of Toys"R"Us through children's eyes. The commercials feature a group of deserving kids who are in for the surprise of their life when their field trip is unexpectedly rerouted to Toys"R"Us, where they're given free rein of the endless aisles of fun.

"R" News

A hub of what's happening at Toys"R"Us, including behind-the-scenes looks at special events held at the company's flagship store in Times Square and information on the company's charitable giving, this playlist is for viewers who want to be in the know. Users can access the company's philanthropic efforts through this playlist, such as footage from the 2013 Toys"R"Us Toy Guide for Differently-Abled Kids photo shoot and videos showcasing the company's work with charitable partners, such as the Marine Toys for Tots Foundation with the one and only Shaq-A-Claus. Plus, the playlist will feature footage from exciting special events held at Toys"R"Us Times Square, such as celebrity appearances, product launches and more.

Also on TV

A hub for the latest and greatest television commercials from popular brands like Crayola®, LeapFrog®, Huffy® and more, this playlist has products that provide kids with hours of fun.

Over the coming months, Toys"R"Us will continue to populate the playlists with additional entertaining and educational videos. The company will support the Toys"R"Us Toy Channel with marketing efforts throughout the holiday season and beyond, inclusive of desktop and mobile video-based advertising, messaging on its official Facebook and Twitter pages and through the company's SMS program. In addition, on Thursday, November 14, Toys"R"Us will take over the YouTube homepage to drive further awareness of the Toys"R"Us Toy Channel and views of the Fabulous 15 demo videos.

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. Merchandise is sold in 878 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 690 international stores and over 170 licensed stores in 35 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 Toysrus.com, Babiesrus.com, eToys.com and FAO.com, 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 annually 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. Additional information about Toys"R"Us, Inc. can be found on Toysrusinc.com. Follow Toys"R"Us, Babies"R"Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.