Toys‘R’Us enters new digital dimension

WAYNE, N.J. — Toys"R"Us has teamed up with leading game manufacturer Ubisoft to create a free toy store simulation game, a first of its kind.

The interactive social game called “Toys"R"Us Towers” is available on Facebook and will be available on mobile devices in the coming months. It also offers in-store discounts to those who play.

Created by Ubisoft Quebec, the game gives players the chance to step into the shoes of the newest employee at Toys"R"Us. They manage their own toy store by building and designing a variety of toy departments and attractions, such as creating a science toy department. As players amass experience and sales, they will progress through seven levels from trainee to store manager, all the way up to CEO.

Players can get their friends involved by sharing resources and helping each other participate in weekly events or engaging in friendly competition to see who can rise to the top the fastest. Players can also choose to purchase the premium currency in the game, which can be spent on additional energy, premium toy departments and boosts. The word "towers" in the game’s name refers to the levels of building and construction that users engage in to create the varying departments of their own toy stores.

Playing Toys"R"Us Towers will also get users coupons for discounts redeemable at Toys"R"Us stores nationwide and on Within the first hour of playing the game, users can earn a coupon for 15% off their next in-store or online purchase and can continue playing to earn even more savings to use toward select merchandise at Toys"R"Us.  

"We're excited to partner with Toys"R"Us and bring a great game with real-world benefits to players with Toys"R"Us Towers," said Chris Early, VP of digital publishing, Ubisoft.  

"Toys"R"Us Towers offers a unique way to receive savings at physical retail locations, and extends our brand to the social gaming community," said Michael Scharff, SVP, new ventures, Toys"R"Us, Inc. "We're pleased to partner with Ubisoft to engage our customers, including our more than 3.4 million Facebook fans. Avid Toys"R"Us shoppers can now experience the excitement of building, managing and working in their very own toy store through this fun new game and be rewarded with great deals and discounts to use at our stores nationwide."

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