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Toys"R"Us, Inc. Launches Family-Friendly Digital Entertainment Service

With More Than 4,000 Titles Available and No Subscription Required, Toys"R"Us Movies™ Provides Families Hours of Wholesome Entertainment Specially Selected by the World's Greatest Kids Brand

WAYNE, N.J., Oct. 4, 2012 /PRNewswire/ -- Toys"R"Us, Inc. today announced that it has launched Toys"R"Us Movies, a brand-new digital entertainment service that provides families instant access to the movies and TV shows kids love. Available at, the service features more than 4,000 titles, specially selected to supply hours of entertainment and fun for parents and children. In addition, the service is equipped with easy-to-use, customizable parental controls to help moms and dads choose the most appropriate content for their family's viewing. Toys"R"Us Movies is powered by Rovi Corporation, a global leader in digital entertainment technology solutions.

Toys"R"Us Movies offers immediate access to an extensive digital library of premium video content for streaming and download. This family-centered service features new movie releases the same day they hit retail store shelves and television shows the day after they air, with no subscription required. Toys"R"Us Movies also offers select new releases before they go on sale, such as DreamWorks Animation's Madagascar 3: Europe's Most Wanted, which has been made available for digital download nearly two weeks before the DVD is available in stores. Once customers select movies or television shows from Toys"R"Us Movies, they can be downloaded and stored in their personal Toys"R"Us Movies library for future viewing. For offline viewing, the Toys"R"Us Movies download player is offered for PC users at this time.    

"At Toys"R"Us, we continuously strive to bring exciting technologies and services to our customers and to extend the Toys"R"Us brand into new areas," said Michael Scharff, Senior Vice President, New Ventures, Toys"R"Us, Inc. "With Toys"R"Us Movies, we are able to leverage our valued relationships with leading digital and theatrical partners to provide great services and content we know families will love."

Access to Toys"R"Us Movies from Multiple Electronic Devices
Beginning today, users will be able to stream content available on on PCs, Macs and Adobe® Flash®-enabled devices. The company will expand the service to additional web-enabled devices in the coming months, including Blu-ray players, televisions, tablets and more. High-definition content will also be made available in the near future. Later this fall, Toys"R"Us Movies will launch dedicated iOS and Android apps.

Toys"R"Us Movies App to Be Featured in tabeo App Store
The Toys"R"Us Movies app will soon be available for tabeo, the new Wi-Fi tablet designed and developed by Toys"R"Us®, as one of the 7,000 free apps in the tabeo App Store. tabeo will be introduced exclusively at Toys"R"Us stores nationwide and online at on October 21 for $149.99.

User-Friendly Navigation Helps Families Browse Among More Than 4,000 Titles provides kid-friendly content and easy navigation tools. Users can browse by age, from toddler to young adult; character, such as Barbie® and Batman; genre, including Animation and Family; and more. The site also offers curated movie collections for browsing convenience, such as "Classic Disney" and "Spooky Stories." Additional holiday-themed collections will be featured seasonally. Toys"R"Us Movies users will also have access to bonus content from popular movies, such as extended scenes and free 10-minute movie previews.

Movies start at $2.99 for a 24-hour rental and at $5.99 for a licensed digital download or stream. Television shows start at $0.99, with the majority priced at $1.99. Toys"R"Us Movies gift cards will be available later this fall in Toys"R"Us stores nationwide just in time for the holidays. 

The site also features a Wish List tool, which allows users to add movies and TV shows that they would like to view to a Wish List that is saved to their account. For example, kids can browse content, add desired movies and TV shows to their Wish List, and parents can review the Wish List to determine what's suitable for their family.

Easy-to-Use Parental Controls
Parents can rest assured that their children are watching appropriate movies and television shows through Users must be 18 years or older to register for an account. Along with an account password, parents can create a unique PIN that is required to make any changes to account settings, including the option to require the PIN be entered prior to obtaining any content.

The site also provides easy-to-use, customizable parental controls that allow parents to choose to display only titles with specific movie and television ratings when searching the site. For example, using their unique PIN, parents can choose to block content rated PG-13 from being searchable or displayed on this site.

Leading Service Provider and Top Entertainment Studios Provide Incredible Content
To ensure a seamless user experience, Rovi will provide ongoing customer support to Toys"R"Us Movies users. Customers can connect quickly and easily with representatives via e-mail, phone and live chat on

To provide the very best in family entertainment for Toys"R"Us Movies, Toys"R"Us will offer content from leading entertainment companies including, 20th Century Fox, Anderson Digital, Gaiam Vivendi Entertainment, Lionsgate/Summit, Magnolia Pictures, NBCUniversal, Paramount Pictures, Phase 4 Films, Sony Pictures Home Entertainment, Starz Media, The Walt Disney Studios and Warner Bros. Entertainment Inc. Additional content from these and other studios will be added on a continual basis.

Great Deals Available Now at 
Toys"R"Us Movies offers customers popular family-friendly movies and television shows at great prices. For example, the following movies will be on sale now through October 16:

The company is supporting the launch of Toys"R"Us Movies with a comprehensive marketing campaign inclusive of in-store signage, e-mail blasts and print and online advertisements. In addition, fans of the official Toys"R"Us Facebook page will receive updates on special offerings from Toys"R"Us Movies.

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. Merchandise is sold in 876 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 635 international stores and over 145 licensed stores in 35 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,, and, 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 annually 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. Additional information about Toys"R"Us, Inc. can be found on Follow Toys"R"Us, Babies"R"Us and FAO Schwarz on Facebook at, and and on Twitter at and

SOURCE Toys"R"Us, Inc.

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