Thanks kevin7215 for this info.
For those interested, here are the details (copied straight from BN.com)...
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Store Coupon and Online Coupon Details:
For each new B&N Kids' Club Participant, this coupon can be redeemed once at any Barnes & Noble retail store and once per billing address online at BN.com. To redeem the offer in Barnes & Noble retail stores, the Barnes & Noble Kids' Club Participant must show the BookSeller their valid B&N Member card or B&N Kids' Club loyalty card with the printed e-mail featuring the Welcome Bonus coupon code and corresponding card number on display. To redeem the offer online, enter the coupon code during Checkout.
This coupon is valid from July 25, 2011 to October 18, 2011 at 2:59 a.m. Eastern Time and entitles Barnes & Noble Kids Club Participant to 30% off the List Price on any one (1) of the following qualifying Kids' products: (i) Children's Books located within the "Barnes & Noble Junior" section of all Barnes & Noble retail stores or navigable from the Kids section of Barnes & Noble.com (excluding all teen books navigable from the Kids or Teens sections), (ii) Toys, (iii) Children's Games, (iv) Children's Puzzles, and (v) Children's Workbooks. The 30% discount will be applied to the most expensive qualifying product in the order. At BN.COM, simply look for the "Kids' Club Eligible" message or the "Barnes and Noble Kids' Club" icon.
If no "List Price" displays on the item's product page, the 30% discount will be applied to the "Online Price." If "List Price" displays on the item's product page and the current "Online Price" provides greater savings than 30% discount, then the "Online Price" will apply.
Additional Rules Governing Use of this Coupon: This coupon is (i) not redeemable for cash or cash equivalents (including Gift Cards and eGift Cards); (ii) not valid on past or pre-ordered purchases; (iii) not eligible for purchases of the following products and services: Barnes & Noble Membership fees (new or renewal), hardcover and paperback books located outside the BN Jr area at retail Barnes & Noble stores, hardcover and paperback books not navigable from the Kids section of Barnes & Noble.com, hardcover and paperback books navigable from the Teens section of Barnes & Noble.com, Elf on the Shelf items, Cafe items, Gift Cards, eGift Cards, textbooks, video games, digital content (including but not limited to digital books, magazines, and periodicals), downloadable audiobooks in MP3 or any other format, NOOK(TM) and related accessories, other hardware and electronics, software, products available for pre-order, products from the Rosetta Stone Series, products available for in-store ship-to-home orders, shipping or handling fees, applicable sales tax, gift-wrapping fees, or products marked as not eligible for "coupons or promotional discounts;" (iv) not valid on purchases made from third parties accessible from the BN.com website (e.g., used books, PC and video games, etc.); (v) may not be combined with any other coupon or discount promotion; and (vi) may not be combined with the Educator program discount. This coupon is not valid at any Barnes & Noble College bookstores or websites. BN.com is not responsible for typographical or pictorial errors. Void where prohibited by law.