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WAYNE, N.J. -- Toys "R" Us has launched a new initiative to make the retailer a destination for party supplies. The program, called Geoffrey's Birthday Club, is designed to encourage repeat visits and increase baskets.
As part of the program, kiosks located in stores and a new Web site launching this month allow children up to age 10 to register for the club. Each child receives a mailer with a promotional coupon from Geoffrey that prompts a return visit. In store, the birthday boy or girl receives a crown and a balloon.
A Party Planning Guide lets children and parents know what is available at TRU in terms of party decorations, snacks and favors. It …