On-the-go commuters and travelers in the New York metro area can take part in the initiative. Billboards located in John F. Kennedy International Airport, LaGuardia Airport and nearly 40 NJ Transit Stations feature the showcased items.

“As consumers increasingly turn to their phones to research, browse and buy, mobile commerce has become our fastest growing channel of consumer engagement, and these virtual stores provide another means by which Toys R Us can connect to customers and make its selection of hot and exclusive products available whenever and wherever consumers prefer to shop,” said Katie Reczek, spokeswoman for Toys R Us, Wayne, NJ.

Toysrus.com is the Web portal for Toys R Us Inc., one of the biggest toy retailers in the world. The company operates 1,550 stores, including 849 Toys R Us and Babies R Us stores in the United States and more than 700 international stores in 33 countries.

On-the-go scanning
Consumers can view the billboards which are located in Terminal 8 at JFK, Central Terminal, Concourse C at LaGuardia Airport and along rail lines in NJ Transit stations.

Consumers can scan the QR codes, which accompany each item showcased.

Then, users are redirected to the product’s page on Toys R Us’ mobile commerce-enabled site.

Consumers can enter their billing and shipping information to complete their purchase.

“In addition to providing a means by which customers can purchase some of the hot toys of the season, the virtual stores also serve to build brand awareness for Toys R Us,” Ms. Reczek said.

Virtual fun
The virtual stores will be in place through Dec. 31.

Additionally, Toys R Us consumers have until 3p.m. ET on Dec. 22 to place their orders to guarantee delivery in-time for Christmas.

This initiative is innovative and takes advantage of a traveler’s busy lifestyle.

Showcasing the products on billboards and posters highlights the must-have items this holiday season.

The opportunity to scan the QR code and be redirected to the product’s mobile page is convenient for consumers.

At this time, Toys R Us does not have plans to expand the holiday initiative to other cities for the 2011 holiday season.

“For busy, on-the-go shoppers, the virtual stores will provide exceptional convenience, even if customers are doing some last-minute shopping in the days before Christmas,” Ms. Reczek said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York