By Melodie Warner
Toys 'R' Us Inc. has launched a streaming, family-friendly video
service as the toy retailer continues its efforts to spur future
growth.
Starting Thursday, users will be able to stream content from
ToysrusMovies.com on computers and devices enabled with Adobe
Systems Inc.'s (ADBE) Flash technology.
The company plans to expand the service to additional
web-enabled devices in the coming months, including Blu-ray
players, televisions, and tablets. And a Toys 'R' Us Movies app
will soon be available for Tabeo, the new Wi-Fi tablet being
developed by Toys 'R' Us.
There is no subscription fee for the service, which features
more than 4,000 titles and customizable parental controls. Movies
start at $2.99 for a 24-hour rental and at $5.99 for a licensed
digital-download or stream. Television shows start at 99 cents,
with the majority priced at $1.99.
Toys 'R' Us Movies will be powered by Rovi Corp. (ROVI), an
entertainment data and technology company that agreed in August
month to license its patent portfolio to Google Inc.'s (GOOG) new
Fiber Pay-TV service.
"At Toys 'R' Us, we continuously strive to bring exciting
technologies and services to our customers and to extend the Toys
'R' Us brand into new areas," said Michael Scharff, senior vice
president of new ventures. "With Toys 'R' Us Movies, we are able to
leverage our valued relationships with leading digital and
theatrical partners to provide great services and content we know
families will love."
Last month, Toys 'R' Us unveiled plans to sell a proprietary
tablet designed for children. The $149.99 Tabeo will be available
only at Toys 'R' Us, so shoppers won't be able to try it out in a
store and then buy it for less on a rival retailer's website. And
on Tuesday, it launched a "Price Match Guarantee" on all items
through Dec. 24 as the toy retailer looks to attract more shoppers
this holiday season.
In addition to pressure from online-only retailers such as
Amazon.com Inc., the toy merchant is facing stiff price competition
on basic toys from Wal-Mart Stores Inc. (WMT) and Target Corp.
(TGT).
Write to Melodie Warner at melodie.warner@dowjones.com
Subscribe to WSJ: http://online.wsj.com?mod=djnwires