THE GREAT BIG TOYS“R”US BOOK OF AWESOME Arrives In Homes This Week, Featuring An All-New Interactive Experience

For the First Time Ever, Augmented Reality Brings the Year’s Hottest Toys to Life Within Kids’ Beloved Holiday Catalog

Cover of THE GREAT BIG TOYS“R”US BOOK OF AWESOME

Cover of THE GREAT BIG TOYS“R”US BOOK OF AWESOME

Toys“R”Us® today announced that The Great Big Toys“R”Us Book of Awesome, the company’s annual resource for the year’s hottest toys, will begin arriving in homes this week featuring an all-new, special interactive edition. This 96-page toy compendium is compatible with the company’s all-new app, The Geoffrey Shuffle, a game that allows kids to bring to life the season’s most coveted toys through an augmented reality experience. An abbreviated catalog, which features 48 pages of kid-favorite toys, is now available online at www.Toysrus.com and will be in local newspapers on Saturday, October 31. This year’s highly-anticipated gift guide from The World’s Greatest Toy Store™ also includes thousands of dollars worth of compelling deals and coupon offers, valid Sunday, November 1 through Saturday, November 21.

The arrival of The Great Big Toys“R”Us Book of Awesome marks the kickoff of the time-honored tradition of children eagerly studying pages upon pages of the year’s hottest toys, curating their must-have lists for Christmas morning,” said Richard Lennox, Senior Vice President, Chief Marketing Officer, Toys“R”Us, U.S.Within the book, we created eight interactive lifestyle spreads that show the breadth of our assortment and make bold statements for some of the brands most beloved by kids. This catalog is the centerpiece of our holiday marketing efforts, and extends the theme of “AWWWESOME,” speaking not only to the excitement kids have when they turn the first page, but also the ways the company is helping gift-givers save with great deals and services, such as Price Match Guarantee and Free Shipping.

This is one of eight spreads within The Great Big Toys'R'Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

This is one of eight spreads within The Great Big Toys’R’Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

This is one of eight spreads within The Great Big Toys'R'Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

This is one of eight spreads within The Great Big Toys’R’Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

Awesome Toys Brought to Life in 3D

Through this year’s augmented reality experience, kids are able to bring toys from the interactive edition of The Great Big Toys“R”Us Book of Awesome to life within The Geoffrey Shuffle app game. In the palm of their hands, kids can examine their favorite toys by zooming in to see intricate details, spinning or walking around pages of the book for different angles or capturing photos within the game. The app encourages players to find Geoffrey as he and other kid-favorite characters hide in shuffled gift boxes. When the player finds Geoffrey in eight scenes, parents qualify to enter Geoffrey’s Awesome Christmas Sweepstakes for a chance to win exciting prizes. Available now, the game can be downloaded from the App Store® or Google Play® onto any smartphone device or tablet.

STAR WARS: This is one of eight spreads within The Great Big Toys'R'Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

STAR WARS: This is one of eight spreads within The Great Big Toys’R’Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

SHOPKINS: This is one of eight spreads within The Great Big Toys'R'Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

SHOPKINS: This is one of eight spreads within The Great Big Toys’R’Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

Additionally, if kids want to play The Geoffrey Shuffle without an interactive edition of The Great Big Toys“R”Us Book of Awesome¸ they can download the eight interactive scenes by visiting www.Toysrus.com/TheGeoffreyShuffle, or by playing the app in Virtual Reality mode. This alternate game play displays a pre-loaded seasonal backdrop for each of the eight rounds of the game and allows for pinch-to-zoom functionality to view toys in more detail.

Fisher-Price: This is one of eight spreads within The Great Big Toys'R'Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

Fisher-Price: This is one of eight spreads within The Great Big Toys’R’Us Book of Awesome that has interactive capabilities with the company’s all-new app, The Geoffrey Shuffle

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