Since 1994, Toys“R”Us has partnered with the National Lekotek Center to assess the play value of toys for differently-abled children. The organization assigns at least two skillbuilding icons to each toy that appears in the Guide. These color-coded symbols help users easily identify toys most suitable for the child they’re shopping for by signifying the specific benefits of each item. At Toysrus.com/DifferentlyAbled, shopping by skill is even easier, as visitors can narrow the selection of nearly 100 toys featured in the print edition of the Guide to those more appropriate for the special needs child in their lives by simply clicking on any of the ten skill-building icons. The application will then show users a refined list of toys that can help a child develop that specific skill. Also, for shoppers who prefer to browse the Guide from the comfort of their own home, this dedicated microsite offers a digital, flippable version in both English and Spanish. Additionally, through its various social media channels, including Facebook, Twitter, YouTube and Pinterest, Toys“R”Us will provide its fans and followers with product highlights from the Guide throughout the year, as well as safe play and toy-buying tips for children with special needs. The company will also offer exclusive and engaging content, including special video messages from Nancy O’Dell, behind-the-scenes footage and photos from the cover shoot, toy trivia and more. 14
Through the Toys“R”Us Children’s Fund, a public charity affiliated with the company, Toys“R”Us, Inc. has long supported the special needs community. Organizations that receive support include: American Society for Deaf Children, Autism Speaks, Best Buddies, Children and Adults with Attention-Deficit/Hyperactivity Disorder, Eva’s Heroes, HollyRod Foundation, Muscular Dystrophy Association, National Down Syndrome Society, National Lekotek Center, National Organization of Parents of Blind Children, Special Olympics, Spina Bifida Association and United Cerebral Palsy. About Toys“R”Us Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 873 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 625 international stores and over 145 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand. Additional information about Toys“R”Us, Inc. can be found on Toysrusinc.com. Published annually, this complimentary guide is available now in Toys“R”Us® and Babies“R”Us® stores nationwide and online, in both English and Spanish, at Toysrus.com/DifferentlyAbled.