Babies'R'Us: VIB Loyalty Program

Babies"R"Us® Introduces "V.I.B." Program to Reward Parents With a 10% Bonus Savings on Baby Essentials

Very Important Baby Card Allows Moms and Dads to Earn Up to $200 Annually Toward the Purchase of Diapers, Wipes, Formula and Baby Food at "R"Us® Stores Nationwide

WAYNE, N.J., Feb. 23, 2012 -- Babies"R"Us® today launched the Very Important Baby (V.I.B.) program, providing parents an opportunity to earn a 10% bonus savings on baby essentials*. The complimentary V.I.B. card is much like a debit card and can be used toward purchases of any brand of diapers, wipes, formula and baby food at "R"Us® stores nationwide. To help parents stretch their dollars, every time money is loaded onto the card, Babies"R"Us will add 10% – up to $200 annually**. According to, families can spend close to $50 per week on diapers, formula and baby food alone, stacking up to more than $2,000 on these items in the first year of baby's life. The V.I.B. card, currently available in Babies"R"Us and Toys"R"Us® stores nationwide***, provides parents with extra money to spend on essentials each and every time money is added to their card.

"As a trusted advisor for new and expectant parents, Babies"R"Us understands that the cost of essentials can add up quickly during a baby's first year," said Greg Ahearn, Chief Marketing Officer, Toys"R"Us, U.S. "With the introduction of our new V.I.B. program, we're excited to offer a whole new way for mom and dad to save on their most frequent purchases for their baby when they need savings the most – from birth through toddler years."

Customers must be members of Rewards"R"Us®, the company's complimentary loyalty program, to take advantage of the V.I.B. program and can sign up by visiting the Guest Services desk at any "R"Us store nationwide***. Once activated, money can be added to a V.I.B. card in-store via cash, standard gift card, debit or credit card transaction to start earning bonus dollars. For example, if $100 is loaded onto the V.I.B. card, Babies"R"Us will add $10 as a bonus, which will appear on the V.I.B. account within 24 hours. Bonus dollars are always applied first on purchases, as they will expire within one year of being added to the V.I.B. card. Parents can easily monitor their V.I.B. account balance and accrued V.I.B. bonus dollars by visiting the Rewards"R"Us website at and logging in to their account.

V.I.B. card purchases are valid on all brands of diapers, wipes, formula and baby food available at Babies"R"Us and Toys"R"Us stores – no exclusions. In addition, returns with the V.I.B. card are easy, as sales associates can look up any member's transaction simply by rescanning their Rewards"R"Us card and the amount of all eligible items will be loaded back onto their V.I.B. account. All members have to do is remember to scan their card each and every time they shop with "R"Us.

The Perfect Gift for Babies"R"Us Registrants
When parents-to-be create a Babies"R"Us Registry in-store, they can enroll in the complimentary V.I.B. program. The V.I.B. card will appear on the expectant mom's Babies"R"Us Registry and can be the perfect gift or a little "extra" to complement another registry purchase when showering the mom-to-be, as well as a great way for new grandparents to help out with everyday needs when baby arrives. Gift-givers will receive a giftable V.I.B. envelope denoting the gift amount added to the V.I.B. account. With each V.I.B. contribution made by gift-givers, Babies"R"Us will add on 10% more, no matter how large or small the gift**.

Added Value for All Moms
The V.I.B. program is also the perfect tool for moms who may or may not have an existing registry with Babies"R"Us but still want to take advantage of year-round savings on diapers, wipes, formula and baby food. By visiting the Guest Services desk at any "R"Us location nationwide, shoppers can easily enroll in the V.I.B. program.

The company is supporting the launch of V.I.B. with a comprehensive marketing campaign inclusive of in-store signage, an informational brochure available in-store and print advertisements, as well as a dedicated microsite with background information about the V.I.B. program located at In addition, fans of Babies"R"Us and Toys"R"Us on Facebook will receive regular updates on V.I.B. throughout the year, including any program enhancements.

* Valid in-store only on purchases of diapers, wipes, formula and baby food.
** When the $200 bonus is reached, the card will reset on the anniversary of the card's activation date.
*** Toys"R"Us Outlet stores do not participate in the company's V.I.B. program.

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 875 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 630 international stores and over 130 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,, 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 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 Follow Toys"R"Us, Babies"R"Us and FAO Schwarz on Facebook at, and and on Twitter at and