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Toys R Us creates equivalent of holiday registry for kids on iPad

By
November 1, 2010

The Great Big Christmas Book

The Great Big Christmas Book

Toys R Us has taken its Great Big Christmas Book holiday catalog and made it available in a digital version for the iPad, letting children drag items they want to receive into a gift box to create their must-have list for family members.

Taking printed collateral and bringing it to the iPad is a big trend right now because the device’s ten-inch screen has proven effective for media brands and catalogers such as Vogue and Macy’s. The Toys “R” Us iPad application includes two different views of the catalog – one for kids and one for adults.

“Our strategy is to connect our customers to our brand in new and exciting ways,” said Bob Friedland, a spokesman for Toys “R” Us, Wayne, NJ.

With more than 60 years in the business and nearly 600 store locations in the United States, Toys “R” Us is known as the toy authority for generations of parents and kids alike.

Digital catalog
The company’s Great Big Christmas Book comes out every year right before the holidays. Consumers use it to check out the hottest toys every kid wants for Christmas. Parents appreciate the savings that the catalog offers.

Mr. Friedman said that the target demographic for the iPad version of the Christmas Book is moms, dads and anyone who knows or loves a child.

The Great Big Christmas Book iPad application will be featured on the retailer’s ecommerce Web site at http://www.Toysrus.com/ChristmasBook.

Toys “R” Us will also reach out to customers through social media sites as well as through traditional marketing vehicles.

Apple iPad owners can download the free application that includes two different views of the catalog – one for kids and one for adults.

App functionality
Children can browse the pages of The Great Big Christmas Book, without prices, and drag items they want to receive into a gift box to create their must-have list for parents or Santa.

Adults can view their child’s list, including price information, edit the toys their children add and share it with family and friends through email, Facebook, SMS and the Toys “R” Us Wish List. Customers can visit Toysrus.com/ChristmasBook to find The Great Big Christmas Book iPad Application beginning in November.

The Great Big Christmas Book iPad application does not offer online shopping functionality. Customers can visit Toysrus.com to access the mobile commerce site for their shopping convenience.

“As our customers move more and more into the digital space, we want to make sure we are providing them with ways to utilize the newest technologies to help make it easier for them to find information about our brand, the products we sell and the incredible deals available at Toys “R” Us stores nationwide and online at Toysrus.com,” Mr. Friedland said.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at giselle@mobilemarketer.com.

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