Toys'R'Us Introduces Exclusive Line of Eco-Friendly Toys

Toys"R"Us today announced the launch of an exclusive line of environmentally friendly toys that will be marketed under the Toys"R"Us brand. This line of toys is being introduced as more kids and families strive to make lifestyle changes that incorporate more organic and natural products. The first toys in the collection -- Natural Wooden Toys, Natural Cotton plush animals and Organic Cotton Dolls -- will be available exclusively at Toys"R"Us stores nationwide and online at http://www.Toysrus.com by Earth Day, April 22. Additional items in the line will be introduced later this year.

The toy collection furthers the Toys"R"Us specialist position by offering differentiated products that promote "Good Green Fun." The toys come packaged in earth-tone colored boxes that bear a special "R" seal. This seal consists of a green version of the iconic Toys"R"Us reversed "R" logo with a green leaf, encircled by the words "Recycle, Renew, Reuse, Re-think," and signifies for parents that the toys are eco-friendly.

"We know that kids are becoming more environmentally conscious and are curious about how they can do their part to help protect the planet," said Karen Dodge, Chief Merchandising Officer, Toys"R"Us, U.S. "Going green is more than just a trend. It's becoming a lifestyle. This is just our first step in offering our customers the best selection of eco-friendly and organic products in all of our Toys"R"Us stores nationwide."

Crafted from natural materials, these items come in packaging that is made from no less than 70% recycled material. The Natural Wooden Toys are decorated using a unique wood-burning technique, which offers a classic look. The Natural Cotton plush animals and Organic Cotton Dolls are colored using natural or water-based dyes and are made with unprocessed, unbleached and untreated cotton.

In addition, the Forest Stewardship Council (FSC) certified that the materials used to make the Natural Wooden Toys were sourced from well-managed forests, using a system of ten rules that define responsible forest management. Each wooden product in the collection is marked with an identifiable FSC logo.

Following are highlights of the collection:

Natural Cotton Plush Animals

Kids can take home a clan of wholesome fuzzy friends, featuring a cute and huggable assortment they will love. This collection includes a lamb, monkey, bunny and teddy bear. All ages.

Natural Wooden Toys

With eight toys in the line, including a fire engine, utility crane, shape sorter, trailer truck, racing car, formula car, alphabet blocks wagon and stacking train, kids will have plenty of eco-friendly playthings to choose from. Ages 2 and up.

Organic Cotton Dolls

Parents looking for classic-styled toys will love this set of dolls designed with a natural feel. The dolls are made with organic cotton and are available in pale pink and light brown. Ages birth and up.

About Toys"R"Us, Inc.

Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1500 stores, including 585 Toys"R"Us stores and 260 Babies"R"Us stores in the U.S., more than 680 international stores in 33 countries, which includes licensed and franchise stores, and through its Internet site at http://www.Toysrus.com.