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Toys 'R' Us Adds Exclusive Toys

Toys 'R' Us Adds Exclusive Toys

Toys 'R' Us has signed exclusive deals for entertainment properties including Animal Planet, Twentieth Century Fox' Ice Age 4 and Activsion's Spyro.Discovery Communications has extended their long-term direct-to-retail partnership with TRU for its Animal

Toys 'R' Us has signed exclusive deals for entertainment properties including Animal Planet, Twentieth Century Fox' Ice Age 4 and Activsion's Spyro.

Discovery Communications has extended their long-term direct-to-retail partnership with TRU for its Animal Planet toy line. The deal, which runs through 2014, includes new products and online and on-air support from the Animal Planet TV network. The toy line will maintain a dedicated in-aisle section in all TRU stores nationwide, including end cap presentation. New products, from play sets to remote control animals, will be added to the 60-plus items currently available in stores.

Twentieth Century Fox Consumer Products has partnered with TRU for Ice Age 4: Continental Drift merchandise, including a toy line from Just Play and The Promotions Factory.  The fourth film in the Ice Age franchise hits U.S. theaters July 13, and toys will hit TRU shelves in North America July 1.

Additionally, TRU will create Ice Age in-store boutiques with products from Just Play (plush and poseable figures), The Promotions Factory (figures and play sets), Cardinal (games and puzzles), Accessory Innovations (backpacks and lunch bags) and Harper Collins (storybooks and junior novels).

Activision has partnered with TRU to release exclusive Skylanders Spyro’s Adventure offerings. New action figures and play sets include the Legendary Trigger Happy action figure, available in March; the Dragon’s Peak adventure pack, available in March; the Translucent Blue Bash, available in April; and the Legendary three-pack, available Feb. 17.

Back to Toy Fair 2012 Round-up

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