The 110,000-square foot, multi-level store offers families a vast array of toys and dramatic retail attractions, distinctive feature shops, a large assortment of exclusive merchandise and unparalleled service, making it The Center of the Toy Universe(TM).

"Our Toys "R" Us Times Square store encompasses the Toys "R" Us corporate brand and our strategic vision for renewing the company's growth heritage over the next few years," said Mr. Eyler. "We are bringing together the best in theatrical retailing into a specialty, shop-oriented environment. It offers fabulous content in an engaging and fun way and we hope to capture the imagination of toy lovers of all ages. It's a magical, friendly, and service-oriented setting, with unrivaled entertainment. It's an amazing shopping experience."

The dramatic centerpiece of Toys "R" Us Times Square is the 60-foot tall indoor Ferris Wheel, complete with flashing chevron neon lights, which is visible from the street for a period of time throughout the day. Starring 14 individually themed cars, each inspired by a favorite children's toy or character, the Ferris Wheel will raise funds for The Toys "R" Us Children's Fund, which provides grants to charities promoting the health and well being of children.

"We think it is only fitting that the world's largest retailer of toys and children's products has an international flagship presence in Times Square, 'the Crossroads of the World' and one of the globe's most exciting destinations," said Toys "R" Us Times Square Vice President and General Manager Elliott Wahle.

The store's entire facade is made of glass panels which reveal an expansive scrolling billboard system that unveils timed toy and branding messages for the 1.5 million guests who travel through Times Square every day.

The billboard, consisting of 165 six-foot by five-foot scrolling panels, changes appearance in a matter of seconds. In addition to the large external billboard system, the store also boasts the Geoffreytron(TM), a 20-foot LED screen that offers passersby additional entertainment from toy trivia to videos highlighting the latest toys.

The international flagship store houses more than 20 feature attractions, which include:

• For Barbie(R) doll fans and admirers, a 4,000-square foot, two-story, contemporary Barbie Dollhouse features its own staircase, elevator and the latest in Barbie merchandise and fashions.
  
• At the Jurassic Park(TM) Exhibit, a 5-ton, 20-foot high and 34-foot long animatronic T-Rex dinosaur with a mighty roar and realistic moves.
  
• In the E.T. Shop, an animatronic 42-inch tall E.T., the Extra-Terrestrial -- complete with a glowing heart, nodding head, blinking eyes, and finger pointing "home" to his 1,600-pound light-flashing space spacecraft hovering overhead. This shop displays the latest in E.T. merchandise, found only at Toys "R" Us.
  
• For sweet tooth devotees, the Candy Land Shop is like walking into an actual version of this favorite children's board game, and temptation beckons in the form of colorful sweets that are displayed amongst innovative life-size candy sculptures.
  
• At Pepsi World, located on the store's third level, guests have a panoramic view while taking a shopping break at the "Pepsi Taste Station," an interactive refreshment center that literally sits on top of the Toys "R" Us Times Square world.
  

Toys "R" Us operates 1,595 stores worldwide: 703 toy stores in the United States; 504 international toy stores including franchise stores; 185 Kids "R" Us children's clothing stores; 157 Babies "R" Us stores; and 46 Imaginarium stores. Toysrus.com sells merchandise through its Internet sites at http://www.toysrus.com, http://www.babiesrus.com and
http://www.imaginarium.com.