TRU has hinted at a greater commitment to online retailing, having just shelled out $5.1m for the domain name toys.com.
The company outbid National A-1 Advertising in an auction that was live blogged on DirectNavigation.com.
Up to the price of $3 million, other bidders were involved, but for the final $2 million, Toys R Us and National A-1 Advertising battled it out.
The domain originally sold for $1.25 million in an auction that Toys R Us participated in. In the initial auction. Faculty Lounge Partners bought Toys.com and Toys ‘R’ Us bought eToys.com.