Toys 'R' Us Launches Deal or No Deal(TM) Marketing Blitz Inviting Customers to Play Retail Version of Game Show Phenomenon With Chance to Win $1 Million

Toys 'R' Us Launches Deal or No Deal(TM) Marketing Blitz Inviting Customers to Play Retail Version of Game Show Phenomenon With Chance to Win $1 Million

World's Greatest Toy Store Brings Popularity of NBC's Hit Show to Fans Across the Country Through Ambitious Promotional Campaign and Licensed Game Presentations

WAYNE, N.J., Sept. 20 /PRNewswire/ -- Deal or No Deal, the NBC game show phenomenon that is sweeping the nation, will find a home at Toys "R" Us as the company launches an aggressive marketing blitz designed to bring the fun and excitement of Deal or No Deal to all of its stores across the country. Through a fully-integrated campaign, Toys "R" Us will invite customers to play a retail version of the Deal or No Deal game in all its stores nationwide. The promotion will run from Sunday, October 1, through Saturday, October 28, and will roll out in conjunction with season two of the highly popular television program.

"Since airing late last year, Deal or No Deal has become an overnight sensation. Our campaign will leverage the same intrigue, which is sure to resonate with fans of the hit show," said Greg Ahearn, Senior Vice President, Marketing, Toys "R" Us, U.S. "Whether it's an in-store discount or the chance to walk away with $1 million, the Deal or No Deal promotion is a great opportunity for us to translate the show's popularity into the retail arena and create excitement in our stores before the holidays even begin."

Deal or No Deal celebrity host Howie Mandel will make a personal appearance at Toys "R" Us Times Square on Thursday, September 28, at 1 pm to kick off the national promotion and officially open the store's Deal or No Deal game boutique. Starting Sunday, October 1 and continuing for four consecutive weeks, more than 140 million Toys "R" Us newspaper circulars will include a game piece featuring two briefcases: one for "Deal" and one for "No Deal." Each week, customers can bring their circular to any Toys "R" Us location to select either the "Deal" -- an automatic 10 percent off any one item -- or take their chances and choose "No Deal" -- trying their luck to win $1 million or hundreds of thousands of other incredible prizes including an Xbox 360, MP3 players, Toys "R" Us gift cards and more. If the briefcase comes up empty, customers will still receive an in-store discount.

The new season of Deal or No Deal debuted this week and will air on Monday and Thursday nights this fall on NBC-TV. The show is produced by Endemol USA, a division of Endemol Holdings. "Our partnership with Toys 'R' Us brings visibility for the Deal or No Deal property to a whole new level," said David Goldberg, President, Endemol USA. "It's the perfect association for us, because our target demographic is families and kids and we are able to reach this audience in exciting new ways through this exclusive promotion with The World's Greatest Toy Store." This exclusive Deal or No Deal partnership was made possible through the collaborative efforts of Endemol USA, JTMG, a noted licensing agency, and Toys "R" Us.

Toys "R" Us will publicize its exclusive Deal or No Deal marketing initiative through dedicated 30-second television spots and a teaser campaign airing on NBC and cable stations across the country, as well as 30-second national radio spots and one month of exposure in the company's weekly newspaper inserts. The program will also be promoted on Toysrus.com.

As part of the campaign, Deal or No Deal merchandise presentations will be featured in all Toys "R" Us retail locations across the country, providing customers with access to a unique assortment of Deal or No Deal licensed games. Toys "R" Us Times Square will advertise the campaign in its premier window space and on the world's largest scrolling graphics system, which is seen by 1.5 million people daily.

Deal or No Deal merchandise, including board games and card games to toys with a tech twist, brings the intensity of the hit program to life. Featuring popular characters, such as Howie Mandel and the "Banker," the games provide players with an opportunity to step into the roles of host, briefcase opener or contestant. Whether it's a fun game night at home or entertainment-on-the-go, parents and kids can test their own deal-making skills with one or more of the Deal or No Deal licensed games available at Toys "R" Us stores nationwide and on Toysrus.com, including:

Deal or No Deal(TM) Board Game from Pressman(R)
Deal or No Deal(TM) The Interactive DVD Game Show from Imagination(R)
Deal or No Deal(TM) Electronic Game from Irwin Toy(TM)
Deal or No Deal(TM) Electronic Handheld Game from Irwin Toy(TM)
Deal or No Deal(TM) Card Game from Cardinal Industries(R)

About Toys "R" Us, Inc.

Toys "R" Us is the world's leading specialty toy retailer. Currently it sells merchandise through more than 1,400 stores, including 587 stores in the U.S. and 651 international toy stores, including licensed and franchise stores as well as through its Internet site at http://www.toysrus.com/. Babies "R" Us is the largest baby product specialty store chain in the world and a leader in the juvenile industry, and sells merchandise through 244 stores in the U.S. as well as on the Internet at http://www.babiesrus.com/.

About Deal or No Deal

Hosted by Howie Mandel ("Hidden Howie"), Deal or No Deal is an international hit game show from Endemol USA, the producers of NBC's Fear Factor and Extreme Makeover: Home Edition. Contestants on the show play for a top prize of $1 million in a high-energy match of nerves, instincts and raw intuition. Each night, the game of odds and chance unfolds when a contestant faces 26 sealed briefcases containing anything from a measly penny to $1 million. Without knowing the amount in each briefcase, the contestant picks one -- his to keep, if he chooses, until its unsealing at game's end. The game kicks into high gear when the amount of cash in each case is revealed to the contestant round-by-round -- and is tempted after each round by a mysterious entity known only as "The Banker" to accept an offer of cash in exchange for what might be contained in the contestant's chosen briefcase -- prompting Mandel to ask the all-important question -- "Deal or No Deal?"

Based on the successful format from Endemol that has aired in over 35 countries, Deal or No Deal is produced by Endemol USA, a division of Endemol Holdings. David Goldberg is the president of Endemol USA. The series is executive-produced by Scott St. John.

Source: Toys "R" Us, Inc.

CONTACT: Kathleen Waugh of Toys "R" Us, Inc., +1-646-366-8823,
+1-973-617-5888, waughk@toysrus.com

Web site: http://www.toysrus.com/
http://www.babiesrus.com/

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