“R” Portfolio of Online Brands

Toys“R”Us, Inc. holds a strong portfolio of e-commerce sites, further advancing its position as the leading dedicated toy and baby products retailer. These well-established online destinations provide shoppers with a broad selection of distinctive merchandise. The company’s portfolio of online brands, which includes Toysrus.com, Babiesrus.com, eToys.com, FAO.com and Toys.com, is a leader in web search results for toys and baby goods, driving increased traffic to the company’s e-commerce businesses and providing parents and gift givers with a wide assortment of the most sought-after products.


The Online Toy Authority

Toysrus.com is a leading online specialty store for a broad assortment of the most sought-after playthings, providing visitors many of the same products at “R”Us® stores, plus many more, and 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 approximately 55,000 toys and video game items, exciting toy exclusives, approximately 50,000 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, 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 offers helpful 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.
  • Free Store Pickup: Shoppers can browse and shop from the comfort of their own homes, and, when applicable, choose to pick up their order in under an hour at their local store or have it shipped to their local store for pickup within 5-10 days, free of charge. 
  • Info Center: This resource hub enables customers to access information about services, such as Price Match Guarantee and Layaway, details about fun in-store events for the family, facts on shipping and payment options and much more, all in one convenient location.
  • Savings Center: The savvy shopper’s one-stop destination for all of the best deals at Toys“R”Us, customers can easily access their local weekly ad, current specials and clearance items, which shoppers can browse by category, all from this savings destination.
  • Toy and Baby Boards: A fun, easy-to-use feature that allows shoppers to collate an assortment of their most-wanted products into a themed “board,” which can then be shared with family and friends via Twitter, Facebook and Pinterest.
  • 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.

In 2009, the company introduced mobile shopping options to provide busy shoppers convenient access to its Toys“R”Us and Babies“R”Us® brands from any web-enabled device. Since then, time-strapped customers have been able to shop the mobile-enabled “R”Us sites, and take advantage of the company’s dedicated shopping apps for iOS and Android. Mobile customers can search and browse products, read reviews and item descriptions, view video content and place an order conveniently while on-the-go. Other mobile perks include a store locator, access to local ads and deals and barcode scanner. Additionally, mobile shoppers can take advantage of some of the company’s popular omnichannel services, including “Buy Online, Pick Up In Store.”


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 Babies“R”Us Registry, a premier 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 18 million moms to date have made Babies“R”Us their registry of choice.

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.


Online Access to the Legendary Toy Retailer

For more than 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. The site features detailed product pages that bring to life some of FAO Schwarz’s most in-demand products, including Playmobil®, Steiff®, Madame Alexander® and Melissa & Doug®.

Customers can take advantage of the various services FAO.com offers, including managing individual accounts and “shopping bags,” and signing up for exclusive promotional e-mails. The site also features a Wish List, which 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. 

Additionally, visitors to the Big Apple can check out FAO.com for detailed information about visiting the FAO Schwarz flagship store on Fifth Avenue, including upcoming special events and store tours.


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. 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.


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 Toysrus.com, eToys.com and FAO.com.