FOR IMMEDIATE RELEASE
Media Contacts:
Toys''R''Us, Inc.
Bob Friedland
646-366-8862
friedlab@toysrus.com
 
FAO SCHWARZ® CELEBRATES STAR TURN IN THE SMURFS' FIRST LIVE ACTION ADVENTURE
Smurf Happens at Legendary Toy Store with Incredible Product Display, Movie Props,Smurf Week Events and Special Appearance by Hank Azaria, A.K.A. Gargamel

WAYNE, NJ (July 21, 2011) - When The Smurfs opens in theaters nationwide on Friday,July 29, moviegoers will have the opportunity to become reacquainted with the magic of FAO Schwarz®. The first-ever live action film based on the popular blue creatures from Columbia® Pictures and Sony® Pictures Animation stars Neil Patrick Harris, Jayma Mays and Hank Azaria. The legendary FAO Schwarz Fifth Avenue store is also prominently featured in an action-packed chase scene in which the Smurfs encounter the evil wizard Gargamel. To celebrate the iconic store's role in the movie, customers can bring the fun of The Smurfs home with an assortment of toys, games and more Smurfy items in a ''blue-tique'' dedicated to The Smurfs. Additionally, to help New Yorkers and visitors relive this silver screen appearance, FAO Schwarz will host daily activities during a special Smurf Week, highlighted by an appearance by Hank Azaria, who plays Gargamel in the film.

''We are excited that a new generation of kids will soon discover the wonder of FAO Schwarz when they see this thrilling sequence featured in The Smurfs,'' said Richard Barry, Vice President, General Merchandise Manager, Learning and Electronics and Entertainment, Toys''R''Us, Inc. ''FAO Schwarz will offer the Smurfiest assortment of products that allow kids to recreate the adventure of this family-friendly film.''

''When The Smurfs script was first written, we envisioned the characters having a wonderful adventure at one of the most enchanting stores in New York City, so we were delighted with the opportunity to film at FAO Schwarz,'' said Gregory Economos, Senior Vice President, Global Consumer Products, Sony Pictures Entertainment. ''Beyond developing a fun, action-filled scene that takes place in the store, we're excited that FAO Schwarz will be the destination for a wide variety of products based on The Smurfs.''

Showcasing a Smurfy Product Assortment In-Store and Online at FAO.com
Beginning Monday, July 25, customers will find a broad product assortment based on The Smurfs and discover a ''blue-tique'' dedicated to the blue brand inside the Main Entrance of FAO Schwarz Fifth Avenue. The main attraction of the ''blue-tique'' will be the Smurfalator, a machine used by Gargamel to extract the Smurfs' magical essence, as well as images from the movie, including preview pictures of the scene filmed in FAO Schwarz. Smurf fans will also find toys based on the movie from JAKKS® Pacific, a classic assortment of Smurfs from Schleich® and collector dolls from Madame Alexander®. Additionally, apparel from Junk Food Clothing will let customers show their love of The Smurfs with T-shirts featuring images of favorite Smurfs and slogans such as ''I'm a Genius'' and ''Keep on Smurfing.''

FAO.com will also receive a Smurfy makeover as characters from The Smurfs take over the website. Surrounding the site's homepage, Papa, Smurfette, Brainy, Clumsy and the rest of the gang will highlight the Smurf-focused items visitors will find from Sunday, July 24 through Saturday, August 6. The website will also showcase the brand through a dedicated page that will bring The Smurfs products to life with imagery from the film.

Social Smurfworking
Moving into the social space, the official Facebook fan page for FAO Schwarz, located at Facebook.com/FAO, will celebrate all The Smurfs in the week leading to the film's release on July 29. Featuring trivia, the official movie trailer and more exciting Smurfiness, visitors to the page will be delighted with enough Smurf-filled fun to stuff a mushroom house. Fans will even be treated to a preview of the scene that brings The Smurfs to FAO Schwarz.

Celebrating Smurf Week at FAO Schwarz
In the week leading up to the release of The Smurfs, FAO Schwarz will participate in Smurf Week in New York City. Dedicated to all things Smurfy, themed events will take place throughout the five boroughs, daily, starting on Monday, July 25, culminating in the movie's premiere on Friday, July 29. FAO Schwarz will host appearances by The Smurfs costumed characters from Tuesday. July 26 through Friday, July 29 from 2 – 4 pm.

The FAO Schwarz Smurf Week celebration will be highlighted by a special appearance by Hank Azaria, who plays the evil wizard Gargamel in The Smurfs. Azaria will visit the legendary Fifth Avenue location on Tuesday, July 26 at 11:30 am to unveil the Smurfalator.

About FAO Schwarz
For nearly 150 years, FAO Schwarz has been a brand synonymous with quality and innovation, offering an unparalleled selection of extraordinary toys that have enchanted generations and cultivated a loyal clientele. The famous FAO Schwarz flagship store on Fifth Avenue in New York City, which attracts millions of visitors annually, is the only one of its kind anywhere in the world. The complete assortment of the company's products, including a line of toys marketed under the FAO Schwarz brand name, can be found in-store and online at FAO.com. The iconic FAO Schwarz brand is exclusively operated by Toys''R''Us, Inc., the world's leading dedicated toy and juvenile products retailer.