November 9, 2010

Company Launches Barcode Scanning Capability, Enabling Smartphone Users to Redeem Scannable Coupons and eGift Cards in Stores Nationwide Straight from Their Mobile Phones

 Time-Strapped Shoppers May Also Receive Instant Deals and Offers Directly to Personal Mobile Devices through the Introduction of “R” Mobile Messaging Program


WAYNE, NJ (November 9, 2010) – Toys“R”Us, Inc. today announced several new advancements in its mobile technology capabilities, providing multi-channel shoppers with new ways to learn about and take advantage of “R”Us® promotions by simply using their mobile devices. As part of these enhancements, the company has adopted a coupon barcode scanning technology in Toys“R”Us® and Babies“R”Us® stores across the country and has implemented a mobile messaging program, presenting on-the-go shoppers with the ability to receive exclusive text message offers directly to their mobile phones. These innovative services are now available to Toys“R”Us and Babies“R”Us shoppers across the United States.

“Mobile phones are an integral part of busy moms’ and dads’ lifestyles, and we are always looking for exciting new ways to engage and present them with the most streamlined, on-the-go shopping solutions,” said Prama Bhatt, Vice President, General Manager, U.S. e-commerce, Toys“R”Us, Inc. “Expanding our mobile offerings to include coupon barcode scanning and mobile messaging allows us to build stronger relationships with our customers while providing added convenience.”


The Newest Innovation for In-Store Checkouts: Scannable Mobile Coupons

All Toys“R”Us and Babies“R”Us stores nationwide are now equipped with coupon barcode scanners, which allow store associates to scan customers’ mobile e-mail coupons straight from their mobile devices. Customers who are members of “R”Us mailing lists will begin to receive mobile-enabled coupons. When the mobile version of an e-mail is displayed on a smartphone, print coupons are converted into an easily readable format, which can be scanned in-store from the shopper’s phone screen.

Customers may sign up for the Toys“R”Us or Babies“R”Us mailing lists at or by clicking “E-mail Sign Up” on the top navigation bar.


eGift Cards Go Mobile: The Most Instantaneous, Convenient Form of Giving

To provide gift-givers with the latest and most convenient mobile solutions this holiday season, the company built upon last year’s introduction of eGift cards by offering the option for gift card recipients to go paper free. In 2009, the company unveiled its convenient electronic gift certificates, which allow shoppers to send gift cards to intended recipients via e-mail, which they then could print and use in-store or online. Now, recipients of eGift cards with Internet-enabled phones can retrieve their eGift card barcode sent to their e-mail and have it scanned in-store at the point of sale. Those who wish to send eGift cards to loved ones can visit to browse the latest holiday offerings.


“R” Mobile Messaging Puts the Latest Deals at Customers’ Fingertips

Subscribing to “R” Mobile Messaging helps keep even the busiest shoppers up-to-speed on the hottest deals available. Toys“R”Us and Babies“R”Us customers who opt into the free* service will receive notifications and exclusive offers directly to their mobile devices. Shoppers have the option to receive deals, promotions and alerts from either or both brands by simply texting “TOYS” and/or “BABIES” to 30364, or entering their mobile number online on the company’s dedicated mobile pages, and Both the Toys“R”Us and Babies“R”Us e-commerce sites also feature a “Mobile” link at the top of each homepage for online shoppers to sign up easily to learn more about this service. Anyone with a mobile phone living in the continental United States may participate.

The company will support “R” Mobile Messaging with a comprehensive marketing program, inclusive of colorful in-store signage complete with easy-to-follow “text” instructions on how to become a subscriber. In addition, all signage promoting the mobile messaging program in “R”Us stores across the country will feature the “R” Mobile icon: a backwards “ringing” “R.” The service will be advertised via radio, print and online outlets, and will appear on social media networks.


More Ways to Stay Connected to the “R”Us Brand

In 2009, and introduced mobile shopping, providing busy shoppers convenient access to the brands from any web-enabled device. Since its launch, time-strapped customers have been able to shop the mobile-enabled “R”Us websites, and take advantage of the company’s dedicated Toys“R”Us and Babies“R”Us apps for Blackberry or iPhone.


Following are some of the features currently available for mobile users:

  • Make Purchases Instantly: Mobile shoppers have access to the simplified navigation of and with products sorted by category and brand, making purchases from a mobile phone just as easy as 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 view top sellers or new products.
  • Locate a Store: Finding an “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 have the benefit of immediately consulting the millions of customer reviews and ratings on and when making purchase decisions.


The company expects to continue to improve functionality of its mobile capabilities. More details about mobile offerings at Toys“R”Us and Babies“R”Us, may be found on each brand’s dedicated mobile page at and


*All Toys“R”Us and Babies“R”Us text messaging programs are considered “Standard Rate Programs” by the Mobile Marketing Association and wireless carriers. Users are not charged additional fees for participation. The only fees incurred are those of text and data plans a user has agreed upon with their wireless carrier.


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. It currently sells merchandise in more than 1,560 stores, including 847 Toys“R”Us and Babies“R”Us stores in the United States, and more than 510 international stores and 200 licensed stores in 33 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,,, FAO.comand, 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 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.



Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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