Toys R Us wooing shoppers with cash rewards

Toys R Us is offering a 10% cash reward up to $100 on certain toy purchases through Oct. 31 for its rewards card members and will extend the deadline for holiday returns through Jan. 25, the company announced Thursday.

The company said it will give customers their cash-back earnings on e-gift cards in November so they can use the money for holiday shopping. Layaway customers can also earn the rewards.

Toys R Us is bringing back free layaway through Dec. 15 with no upfront service fee and no minimum purchase requirement. For the first time, the company will let customers make layaway payments online.

In a move clearly aimed at rival Walmart's aggressive toy pricing, Toys R Us said "key items" will be marked "Hot Price Every Day," so shoppers know they are getting a good deal. The company recently rolled out a "Red Hot Deal" program, which regularly offers what the store says are big savings on certain products.