Toys ‘R’ Us partners with Target, Uber tests pet-friendly rides, and 25% of women have never asked for a raise

Also: Lego offers a ‘recycling’ program that benefits nonprofits, Transamerica shares insights from an award-winning social media strategy, Vodafone shutters 1,000 stores, and more.

Good morning, PR pros:

Uber is piloting a feature called “Uber Pet,” which gives Fido the chance to come along for the ride.

The feature debuts Oct. 16 in Nashville; Austin, Texas; Minneapolis; Phoenix; Denver; Philadelphia; and Tampa Bay, Florida. Drivers can opt in to giving rides to passengers with pets in exchange for a surcharge.

Expanding your products and services offering should be based on consumer behavior and what’s most important to them. For Uber, that meant looking at the challenge for many passengers bringing Fido along for the ride. It can also serve as a reminder that pet-friendly offices can provide prospective employees with a nice perk and decreased stress.

What do you think of the pet-friendly move? Share your thoughts with us under the hashtag #MorningScoop.

Here are today’s top stories:

The partnership enables consumers to view popular toys through Toys ‘R’ Us’ website, redirecting them to purchase the items for delivery or pickup through Target’s website. The move is the latest partnership meant to revitalize the chain following its bankruptcy. Kroger will host a “Geoffrey’s Toy Box” section in 600 locations over the holidays.

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