National toy retailer Toys R Us will focus this years holiday efforts on exclusive toys — like the Private Brand Air Swimmers Extreme, a helium-filled, radio-controlled shark that floats through the air — will do more to attract shoppers to its stores during the all-important holiday season.
Toys R Us has always offered exclusive toys, but this year it’s “dramatically” expanding the number. They include Private Brand toys as well as those made by such national brands as Mattel Inc., Hasbro Inc.
The company also plans to increase promotions for its exclusives beginning with a 44-page direct mailing Friday promoting deals on 350 of them. Three TV ads to debut in October also will promote exclusives: Moshi Monsters, made by Spin Master, tiny collectible toys that tie into an online game (3-packs are $5.99); Trash Pack, collectibles from Moose Toys that come in tiny garbage cans ($2.99 to $19.99); and the Toys R Us Private Brand Air Swimmers Extreme ($49.99).