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Toys 'R' Us Boutiques Promote 'Toy Story 3'

Toy Story 3/Toys R Us

Toys "R" Us is promoting the new Pixar film, "Toy Story 3," with programs in its 1,300 toy stores worldwide. In the U.S., the effort includes a Web site, Toysrus.com/ToyStory, and store-within-a-store "Toy Story 3" boutiques.

Branded boutiques will also open in stores around the world, coinciding with the movie's release in each respective country. The boutiques will offer toy versions of the film's characters, including Woody, Buzz Lightyear, Jessie, Hamm, Rex and Mr. Potato Head.

The U.S. program, "Live the Adventure," involves a dedicated space at the front of stores featuring images from the films. The flagship store in New York's Times Square will include a walk-in "Toy Story 3" branded action figure, and the in-store Ferris wheel there will have a "Toy Story" theme. Toys "R" Us is also selling a line of themed toys for younger children, including furniture, beds, and stepping stools and a new "Toy Story 3" Imaginext line from Fisher-Price.

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In the week leading up to the film's June 18 theatrical release in the United States, those who purchase $25 worth of "Toy Story" merchandise June 13-19 will receive a complimentary "Toy Story 3" movie ticket. The company will also tout the promo on circulars.

The Toysrus.com site will have "Toy Story" aliens that appear to hide at various places. Visitors who find the three-eyed characters can see special content and get deals on "Toy Story 3" items. Also, the store will launch a mobile digital game later this month for iPod touch and iPhone. A matching game involves memorization of "Toy Story"-themed cards.

The company says its in-store boutiques will be in countries like the United Kingdom, Canada, France, Germany, and Spain. Among the toys that the store will sell is a remote-controlled Buzz Lightyear from Thinkway that speaks and moves.

Toys "R" Us also has announced that it will go public. The company said it would raise some $800 million via an IPO. The company has for four years been under the leadership of former Target vice chairman Jerry Storch, who is credited with turning around the store's retail experience and merchandise offerings. In 2005, the company had gone private.

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