The NBC Agency and Toys “R” Us partnered to promote NBC's DEAL OR NO DEAL. Starting October 1 and continuing through October 28, customers had an opportunity to participate in a retail version of the game using a game piece found in newspaper circulars that features two suitcases: one for “Deal” and one for “No Deal.” Each week, customers brought their circular to any location to select either the “Deal”—an automatic 10 percent off any one item—or take their chances and choose “No Deal”—trying their luck to win $1 million or hundreds of thousands of other prizes, including an Xbox 360, MP3 player, and Toys “R” Us gift cards. If the briefcase came up empty, customers still received an in-store discount.