Toys R Us/Babies R Us. Website Content Requirements

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Egbert Flynn
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1 Toys R Us/Babies R Us Website Content Requirements 2017

Ensuring these assets & content are complete, accurate & provided in a timely manner will

2 Online Product Page It s important to note that there are four important parts to a product page on our website. Ensuring these assets & content are complete, accurate & provided in a timely manner will help create a positive customer experience on site. Part 1: Online Title Part 2: Images Part 3: Product Description Part 4: Product Features Toys R Us, Inc.

3 1. Online Title Definition: The Online Title is the customer-facing Product Name onsite. It determines how products result from Search & gives customers basic understanding of your product prior to visiting the product page. Online Titles should clearly & accurately describe the product, being as detailed as possible without being redundant. For assortment items with multiple UPC s/uid s, each Online Title must be unique & clearly call out the differentiating factor (color, style, character, piece count, etc). Character Count: Minimum 20 Maximum 120 Online Title Formula [Brand Name] [Series/Collection] [Size/Piece Count] [Product Name] [Product Type] - [Color/Style/Character] Examples Imaginarium 14 Piece Wooden Block Set Blue/Green Koala Baby Sweet Bunny 4 Piece Crib Bedding Set Just Like Home Betty Crocker Cooking Set FAO Schwarz 50 th Anniversary Glitter Ornament - Santa NOTE: Toys R Us, Each product Inc. category has specific guidelines for Online Title, please refer to the appropriate category style guide for further direction.

4 2. Images All UID images for the TRU/BRU websites MUST adhere to the specs below. Images not meeting all of these requirements will NOT be accepted. NOTE: Each product category has specific guidelines for required image shots and order, please refer to the appropriate category style guide for further direction. IMAGE COUNT COMPOSITION FORMAT RESOLUTION SIZE 1 Primary Out of Box image is required per UID this will be your main image onsite A secondary Packaged image & up to 3 Alternates may be added for a maximum of 5 images per UID Must be in focus, clear and professionally lit with the full product as the primary focus of the frame Preliminary mock-ups, renderings, logos or placeholders should not be added at UID level Use the maximum canvas area allowed either horizontally or vertically (minimize any whitespace) White or clear products must have a slight, right drop-shadow to make it visible against a pure, white background All elements included with your product should be shown in 1 of the images Main (primary) image for product must either be shown on a 25-degree angle (1/4 turn), facing to the right or shown straight-on when looking at the product on screen Straight-on cover art for main (primary) image of books, movies, music and software is acceptable Files should be in.jpg,.jpeg, or.png format Colorspace must be srgb (not CMYK) Minimum of 72 dpi Images should not be scaled up or pixelated Must be between a minimum of 1000x1000 pixels & a maximum of 3000x3000 pixels Images less than 1000 x 1000 will not be accepted BULK IMAGE UPLOADS Toys R Us, Inc. Bulk image uploads can be executed in the portal (see training video here) or by ing ECM.AssetDelivery@toysrus.com Image files must be named according to the appropriate [UID].zoom.jpg naming convention (see next slide for examples)

2. Images - continued IMAGE #1 Primary (UID.zoom.

packaging on pure, white background or in lifestyle

Product must be shown on a 25-degree angle, facing to

Top right & left corners should be free of text to

IMAGES #2-5 (UID.pt01.zoom.jpg, UID.pt02.zoom.jpg, UID.pt03.

model, accessories or in a lifestyle setting to show

Zoomed-in image focusing on important product

5 2. Images - continued IMAGE #1 Primary (UID.zoom.jpg) Product must be shown out of or inside it s packaging on pure, white background or in lifestyle setting, depending on product category. Product must be shown on a 25-degree angle, facing to the right or if cover art, may be shown straight-on. Top right & left corners should be free of text to avoid overlap with our new & exclusive badges. IMAGES #2-5 (UID.pt01.zoom.jpg, UID.pt02.zoom.jpg, UID.pt03.zoom.jpg, UID.pt04.zoom.jpg) Product shown with model, accessories or in a lifestyle setting to show size/scale and/or use(s). Zoomed-in image focusing on important product features/details/functionality and/or included accessories/attachments is encouraged. Text & demonstrative graphics are allowed. Image displaying all included pieces. Each image MUST be unique and meaningful to the customer. Images with only slight variances will be treated as duplicates and will not be accepted. Toys R Us, Inc.

6 3. Online Long Description Definition: The Online Long Description is the customer-facing description displayed on the product detail page. It should include detailed product information, including uses, features, benefits, and/or advertising copy related to the product. Character Count: Minimum 120 Maximum 2000 Script Product Overview Three to five sentences of advertising/romance copy. (Be sure to point out if the item is exclusive to Toys R Us or Babies R Us.) Example The Just Like Home Betty Crocker Cookie Set, exclusively from Toys 'R' Us, has over 30 pieces for your little baker to create tasty cookie treats that are sure to tantalize anyone's taste buds! Pan, utensils and pretend food products. Your little baker will find it all here (note: boxes and cans contain no product). The [insert online title] features: (List must include 3-5 features. Info in this section can include:) What s Included Design/theme features Piece Count Play Type/Skill Development (when applicable) Product Materials/Ingredients if significant (ex: sustainable wood, contains magnets) Battery information/operating system compatibility (when applicable) Assembled dimensions Include any necessary safety warnings or precautions. Vendor information - This blurb has been curated by our internal team and will be added as necessary. (No action is needed by vendor.) The Just Like Home Betty Crocker Cookie Set Features: Includes over 30 pieces Cookie Cutters that Really Work! Fabric Cookies with Customizable Frosting Mini Mix Boxes and Icing Containers Assorted Baking Tools, Including Spatula and Rolling Pin! Mixer requires 2 AA batteries, sold separately Toys'R'Us exclusive Just Like Home pretend play kitchens, grocery and restaurant toy play sets give your kids everything they need to become the next great celebrity or reality show super chef! NOTE: Toys R Us, Each product Inc. category has specific guidelines for Online Long Description, please refer to the appropriate category style guide for further direction.

7 4. Product Features Definition: Product Features should be utilized to further highlight important product features/selling points. You may enter up to 5 Product Features per UID, examples are listed below. 2 Product Features (in EDQ Product Feature 1 & Product Feature 2) are required for item setup. Information in the Product Features should be different from the info given in the Online Long Description. Character Count: Maximum of 200 characters per feature Relevant Features A. What s Included/Piece Count (when applicable) B. Play Type/Skill Development C. Functionality/Modes of use D. Toys R Us/Babies R Us exclusive E. Product Awards F. Battery information/operating system compatibility (when applicable) G. Applicable Safety Certifications, Warranty information, Packaging disclaimers, Legal notices, and/or Safety warnings H. Child height/weight requirements I. Materials/Fabrics Content/Ingredients Examples A. 300-piece set includes 5 mini-figures: Batman, Robin, Alfred Pennyworth, The Penguin and a penguin henchman. B. Oversized blocks help your toddler develop fine motor skills and creativity. C. Comforter doubles as play mat for tummy time adventures! D. Available exclusively at Toys R Us! E Toy of the Year winner. F. Requires 3 AA batteries (included). Interactive App lets you control your creation from your smartphone or tablet (available for IOS or Android). G. To prevent possible strangulation or entanglement. Never use crib sheet unless it fits securely on mattress. H. Use forward-facing for infants 4-30 lbs. I. Outer: 100% organic cotton. Inner: 100% polyester, exclusive of decoration. NOTE: Toys R Us, Each Inc. product category has specific guidelines for Product Features, please refer to the appropriate category style guide for further direction.

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