The music, film and book chain will introduce "I want..." forms in-store to allow children to list items they want as gifts.
A television campaign breaking in December will maintain the focus by featuring schoolchildren.
The activity is the latest phase of the retailer's "Get what you want" campaign, which broke earlier this month.
The ads, created inhouse with media handled by Feather Brooksbank, feature ordinary people metamorphosing into their favourite music and film stars.
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