Benefits of Being a Grandparent Just Got Better with 10 Percent off Toy Purchases

PITTSFIELD, Mass., Oct. 2, 2006 -- There are an estimated 78.2 million baby boomers in America with many heading into their grandparenting years. And with 25% of all toys purchased by grandparents of children under the age of 18*, the toy industry is taking notice of this burgeoning demographic of toy buyers.

Appealing to the growing grandparent generation, KB Toys, the nation's largest mall-based specialty toy retailer, announces the nationwide launch of the KB Toys Grandparents' Rewards Club. Kicking off on October 2, 2006, the reward program offers an exciting opportunity for grandparents and adults who are at least 50 years of age to save 10 percent off their entire purchase at KB Toys every Tuesday, all year long.

Purchases made by grandparents comprise nearly 40 percent of KB Toys' sales. "It's no secret that grandparents love to give gifts, so it was a natural for us to create a program that rewards them," said Ernie Speranza, Chief Marketing Officer of KB Toys. "Today's grandparents are very active and involved with their grandchildren's lives, and play is an important part of that experience."

According to The Grandparent Study 2002 Report from AARP, the top reasons grandparents spend money on their children are birthday gifts (97%), holiday gifts such as Christmas, Hanukah, or Kwanzaa (96%), because they enjoy buying things for grandchildren (93%) and to entertain or have fun with their grandchildren (90%).

Grandparents can sign up for the program by filling out a short application in KB Toys stores. Club members will receive a convenient KB Toys Grandparents' Rewards Club Card and keychain card, which they can present when shopping at KB Toys on any Tuesday during the year. The discount is applied on the entire purchase.

Another benefit to shopping at KB Toys is the expert advice KB Toys' sales associates can offer to grandparents on appropriate toys for a child's age and interests. "Nothing is more rewarding than giving a child a toy they really want and enjoying it with them," said Speranza.

About KB Toys

KB Toys, Inc. is the nation's largest mall-based specialty toy retailer, operating more than 600 stores in 44 states, the American Territory of Guam and the commonwealth of Puerto Rico. Headquartered in Pittsfield, Mass., the privately-held company has been delighting children and parents alike with the fun of toys for more than 80 years.

* According to MRI 2006 Survey of the American Consumer