The effort encourages consumers to turn to their mobile devices this holiday season for gift purchases. The FAO Schwarz mobile app is available for free download in Apple’s App Store.

“Across all of our brands, we continue to look for ways to provide our customers with the ability to shop whenever, wherever and however they choose,” said Meghan Kennedy, a spokeswoman for Toys R Us.

“We work with eBay on a number of ecommerce and mobile initiatives and thought this was a great opportunity to further our partnership,” she said.

In 2009, FAO Schwarz was acquired by Toys R Us.

Mobile gifting 
Through the FAO Schwarz Gift Finder app, consumers can browse a vast selection of toys and games.

Additionally, consumers can answer a few questions about who they are shopping for and the app suggests the best gifts.

Users have the option to select the gender of the person they would like to surprise with a present, their age range, one or more categories that they would like to search and lastly the price range that they would like to stay within.

The app will then generate a selection of gift ideas to choose from.

Customers can access additional product information and reviews with the click of a button.

After selecting the gift of their choosing, shoppers can easily purchase the item through the FAO Schwarz store on eBay within the app.

‘Tis the season
Now more than ever, consumers are relying on their mobile devices this year for holiday purchases.

A mobile app such as this is a great way for consumers to find the ideal gift for their friends and loved ones.

Moreover, by partnering with eBay, FAO Schwarz is able to create a seamless mobile shopping experience.

“With this new Gift Finder app, gift-givers can be sure to find the perfect playthings from FAO Schwarz for the children this holiday season – whether at home or on the go,” Ms. Kennedy said.

“Previously, we did not have a mobile app for FAO Schwarz,” she said.

“The app is currently featured on the homepage of FAO.com and will be highlighted on the FAO Schwarz Facebook fan page.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York