Toys R Us launches its own VOD streaming service

Michelle Clancy | 06-10-2012

U.S. toy store giant Toys R Us is taking a page from retail compatriot Walmart and is launching its own video-on-demand (VOD) streaming media service for kids. offers 4,000 films and TV titles for kids and families, all wrapped with advanced parental controls. But unlike Walmart's VUDU service, It's a transactional VOD service, with movies starting at $2.99 for a 24-hour rental and at $5.99 for a licenced digital download or stream. TV shows start at 99 cents, with most priced at $1.99.

Films will be available the same day as their DVD release, and television shows will be availablethe day after they air. Select releases, like DreamWorks Animation's "Madagascar 3: Europe's Most Wanted," will actually be available ahead of their home entertainment release-- 2 weeks ahead in this case.

Toys R Us has inked content deals with 20th Century Fox, Anderson Digital, Gaiam Vivendi Entertainment, Lionsgate/Summit, Magnolia Pictures, NBCUniversal, Paramount Pictures, Phase 4 Films, Sony Pictures Home Entertainment, Starz, Walt Disney Studios and Warner Bros.

The service will "leverage our valued relationships with leading digital and theatrical partners to provide great services and content we know families will love," said Michael Scharff, senior vice president of new ventures.

The service supports streaming across PCs, Macs and Adobe Flash-enabled devices. In the pipeline is Blu-ray players, televisions, tablets, high-def content and dedicated iOS and Android apps.

In terms of content discovery, users can browse by age, favourite character and genre, and the site will feature movie collections like Classic Disney and Spooky Stories.