Response to Ad Swamps Toys R Us Web Site

Toys R Us Inc.’s Web site was forced to turn away customers after a promotion that gave coupons and free delivery resulted in a higher-than-expected number of online shoppers. In its annual Big Toy Book newspaper insert Sunday, Toys R Us promised free shipping, discounts on products and a free Tickle Me Elmo toy for purchases of $100 or more for Internet orders made this month. That promotion increased traffic tenfold at its Web site, https://www.toysrus.com, compared with last week, the company said. Some consumers were temporarily blocked from accessing the site and asked to revisit it later. Toys R Us didn’t disclose how many people were unable to shop its online store. Shares of Paramus, N.J.-based Toys R Us fell 38 cents to close at $15.75 on the NYSE.