The Toys 'R' Us app for iPhone and Android is being updated to allow shoppers access to the TRU wish list by smartphone. In addition, a version of the TRU gift finder will be available for iPhone and Android devices. 

Through a partnership with eBay, TRU customers can use the Milo and RedLaser 3.0 apps to check product availability at local stores.

Location-based program Foursquare and shopkick have partnered with the retailer to offer additional discounts to shoppers in select stores who check in using the social networking programs.

In addition, shoppers in major metro areas including New York, Los Angeles, Washington, D.C., Chicago and San Francisco can use Google Wallet to pay for their purchases, presently available on Sprint Nexus S 4G phones.

Toys 'R' Us has also launched QR codes for several products, including Air Swimmers eXtreme from Animal Planet, My Keepon from Wow! Stuff, Moshi Monsters from Spin Master, The Trash Pack from Moose Toys and the Fast Lane JLX Matrix from Toys 'R' Us. The QR code lets viewers see demonstrations of the product in action, and is now available as in-store signage from TRU.

All Toys 'R' Us and Babies 'R' Us stores are also equipped with coupon barcode scanners, which allow store associates to scan customers’ mobile e-mail coupons straight from their mobile devices.

"Mobile commerce is our fastest growing channel of consumer engagement as shoppers increasingly use their smartphones to research gifts, get product reviews, compare prices, check availability of an item at a local store, save money with deals and pay for their purchases," says Greg Ahearn, chief marketing officer, Toys 'R' Us, U.S. "As new technologies emerge, we continue to partner with leading providers to enhance our mobile offerings, making it easier than ever for Toys 'R' Us customers to navigate our stores and websites to find the must-have gifts for the kids in their lives."