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Twilight takes over Toys ‘R’ Us

Twi-hards have a new shopping destination for all things Twilight, as Toys 'R' Us looks to attract fans of the vampire love story with in-store and online dedicated boutiques and exclusive products in the lead-up to the November 20 theatrical release of The Twilight Saga: New Moon.
November 3, 2009

Twi-hards have a new shopping destination for all things Twilight, as Toys ‘R’ Us looks to attract fans of the vampire love story with in-store and online dedicated boutiques and exclusive products in the lead-up to the November 20 theatrical release of The Twilight Saga: New Moon.

The virtual shop at Toysrus.com/NewMoon is now open for business with movie-inspired merch and features downloadable wallpaper and a TRU-exclusive cut of the New Moon trailer.

The retailer is also holding a Toys ‘R’ Us Ultimate New Moon Sweepstakes online contest between November 5 and 25. Entrants have the chance to win a grand prize from the production of New Moon, including two robes worn during a Volturi scene, a movie poster and script signed by talent from the film, a Barbie Collector Twilight Edward and Bella Doll by Mattel, a Twilight Collector Edward Cullen and Bella Swan Doll by Tonner Doll Company, or one of several prizes.

And on November 19, the night before New Moon‘s release, TRU Times Square will transform into a Twilight hub, in which guests can take their photo against a backdrop with characters from the movie or participate in a Twilight Saga trivia challenge. The in-store branded boutique will feature a selection of Hot Topic apparel along with an assortment of movie-inspired merch at TRU stores nationwide, complete with real props and scenery from the New Moon set, including the thrones from the Volturi Lair and Bella and Jacob’s motorcycles.

Starting at 7 a.m. on Saturday, November 7, the first 500 guests who purchase US$50 worth of Twilight Saga products at TRU Times Square will receive a ticket to a VIP autograph signing with Nikki Reed (Rosalie) and Kellan Lutz (Emmett).

The following Saturday, November 14, the first 325 guests who purchase US$65 worth of Twilight Saga products at the same NY flagship store will receive a ticket to attend an exclusive advance screening of The Twilight Saga: New Moon on November 19.

Exclusive products available at TRU include a New Moon Lifestyle [Edward] Gift Set from Neca for Team Edward fans and a New Moon Figure 2-Packs featuring Edward and Alice or Bella and Jacob, each with a poster.

On the publishing front, the The Twilight Saga Book Collection will also be available at TRU. And if that’s not enough for fans to get their Twilight fix, the first movie is getting a DVD and Blu-ray re-release. Those who pick up the Twilight DVD single will receive up to US$7.50 in movie cash to use toward the purchase of New Moon tickets at US theaters.

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