Toys R Us invests in online future

Retailer buys Toys.com domain name for $5.1 million in auction.
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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.

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