Toy retailer Toys ‘R’ Us has added to its mobile offerings by launching a barcode scanning capability that will allow users to redeem coupons and eGift cards in stores across the US via their mobile devices.

Toys ‘R’ Us and Babies ‘R’ Us shoppers in the US will receive the scannable coupons through exclusive text message offers. Shoppers can sign up to receive deals, promotions and alerts from either or both brands by texting ‘toys’ and/or ‘babies’ to 30364, or entering their mobile number online on the company’s dedicated mobile pages, Toysrus.com/mobile and Babiesrus.com/rmobile. The company is supporting its ‘R’Mobile Messaging program with a marketing campaign, inclusive of in-store signage and radio, print and online advertising.

In catering to this new functionality, all US Toys ‘R’ Us and Babies ‘R’ Us stores are now equipped with coupon barcode scanners, which allow store associates to scan customers’ mobile e-mail coupons directly from mobile devices. The company’s electronic gift certificates, which were introduced last year, are also now accessible via internet-enabled phones that can be scanned in-store at the point of sale.

The recent enhancements add to current Toys ‘R’ Us mobile shopping offerings, which allow users to make purchases instantly, obtain gift suggestions and locate a store.