Another contender has entered the already crowded arena of online video streaming.
Toys R Us launched a new digital service Thursday for users to stream and download movies and television shows geared toward children. The site, toysrusmovies.com, will price 24-hour movie rentals at $2.99 and TV shows at $1.99 each, rates that are comparable to Apple’s (NASDAQ:AAPL) iTunes store. Toys R Us Movies will offer access to more than 4,000 titles and provide parental controls.
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However, the business of online video streaming is well-populated: Netflix (NASDAQ:NFLX), with a leading share in the market, Amazon (NASDAQ:AMZN), Apple, and even Wal-Mart (NYSE:WMT) are growing their online video presence.
According to the company’s press release, the site’s family-friendly content will set its service apart from its competitors. Also, the service will not require users to purchase a subscription, like Amazon Instant Prime or Netflix’s monthly service.
The toy retailer does not plan to halt its foray into video streaming with its toysrusmovies.com, the company also has plans to release a tablet designed for children, the Tabeo, which will be available in stores on October 21 and movies apps are being developed for the device.
Toys R Us has made other moves to prepare for the holiday shopping season. The company, which operates more than 1,500 stores globally, has announced a free layaway plan and added 45,000 seasonal workers.
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