Toys'R'Us joins digital entertainment game

WAYNE, N.J. — Toys"R"Us is expanding further into the entertainment space with the launch of a new digital service aimed at providing family-freindly movies and shows to its customers.

Branded as Toys"R:Us Movies (ToysrusMovies.com), the service features more than 4,000 titles, specially selected to supply hours of entertainment and fun for parents and children, according to the company. In addition, the service is equipped with easy-to-use, customizable parental controls to help moms and dads choose the most appropriate content for their family's viewing. Toys"R"Us Movies is powered by Rovi Corp., a global leader in digital entertainment technology solutions.

According to the company, the service requires no subscription and features new movie releases the same day they hit retail store shelves and television shows the day after they air.

"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, SVP new ventures Toys"R"Us, Inc. "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."

The service is now available ia PCs, Macs and Adobe Flash-enabled devixes. The company plans to expand the service to other web-enabled devices, including its newlt launched Tabeo tablet.

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 gift cards will be available later this fall in Toys"R"Us stores nationwide.