Here’s Another Competitor For Netflix

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,, 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, 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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