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Toys 'R' Us upgrades site

By Staff -- Gifts and Dec, 10/27/2008 2:21:00 PM

WAYNE, N.J.—Toys “R” Us has unveiled an enhanced version of its U.S. e-commerce site, www.Toysrus.com, with new features and functionality.

The updated site includes easier navigation, several new applications, and upgrades to current online tools. The effort also included certain upgrades to www.Babiesrus.com.

“At Toys “R” Us Inc., we know our customers look to us for our expertise in the toy and baby product categories, and an increasing number of people are using our online store not only to make purchases but to conduct research on products and services available in our stores,” said Michael Scharff, vice president and general Manager, e-commerce, for, Toys “R” Us, U.S. “By simplifying and enhancing the look of our e-commerce site and adding helpful tools, it’s easier than ever for online customers to select and purchase the perfect gifts for their loved ones, quickly locate in-store availability of a desired product, and determine what items they need to prepare for the arrival of a new baby. These advancements provide a seamless online and in-store shopping experience for all of our customers.”

Among the site’s new features are:

• ToyGift Finder, an application that lets shoppers filter gift options by answering a series of questions related to the age, interests and personality traits of the gift recipient. When shopping for babies ages 12 months and younger, the site allows customers to choose gifts based on building desired skills, such as coordination and motor, creative play or nurturing.

• Toys “R” Us Online Wish List, an online gift registry for kids that lets parents and caregivers browse products with their kids to create and update a running list online of their most desired presents. Kids can generate as many Wish Lists as they’d like, tailoring them for specific occasions. To ensure they get the gifts they crave, kids can share their Wish Lists with family and friends via e-mail. Gift-givers can also print Wish Lists in-store at guest service stations.

• Want It Today?, a feature that lets online shoppers check in-store availability of toys and juvenile merchandise at the five stores closest to the customer’s zip code. Currently, the Want It Today? feature is only available on select items in certain markets throughout the U.S. but will be expanded to other areas and items over time.

In addition to the new features, the company’s site has been refreshed with TRU’s new new Toys “R” Us and Babies “R” Us branding, as well as “bolder” color schemes and interactive graphics. And various aspects of the website’s navigation have been updated in order to make the shopping experience “easier and more convenient.”

Additionally, on www.Babiesrus.com, shoppers who are planning décor for a newborn’s room can choose items from featured collections simply by scrolling the mouse over catalog photos of fully decorated nurseries, eliminating the need to find each product separately on the site. The site also features interactive, clickable “Buying Guides” that provide product suggestions to help new parents make stress-free decisions.

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