Toys R Us encourages shoppers to use new wish list feature

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Toys R Us today introduced a wish list feature for shoppers that is similar to a gift registry.

By starting a wish list with the retailer, shoppers can create a tailored list of toys based on what their child wants but also his or her age, interests and abilities, Toys R Us said.

Wish lists can be created and updated online and in all Toys R Us and Babies R Us stores nationwide, and can be shared with friends and family.

“Wish list provides families a fun way to spend time together, and at the same time, gives parents the opportunity to set realistic expectations with their kids about the presents they may receive,’ said Greg Ahearn, senior vice president of marketing and e-commerce.

To start a wish list, shoppers create a master account online or through in-store registry centers or guest services stations. Once registered, participants can generate as many wish lists as they would like for each of their children and tailor them for specific occasions, such as birthdays or holidays.

-- Andrea Chang