Toys R Us Pumped Up for Holiday Offensive

Chain plans to open 80 temporary stores in time for holiday shopping season
By Rob Quinn,  Newser Staff
Posted Sep 15, 2009 1:28 AM CDT
A shopper moves along the aisle at Toys R Us in Bell Garden, Calif.    (AP Photo/Nick Ut)
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(Newser) – Toys R Us is getting ready to go on the offensive in the battle for holiday sales, the Washington Post reports. The company—which snapped up the KB Toys and FAO Schwarz brands earlier this year—plans to open 80 temporary "Holiday Express" stores in malls across the country, and will open toy shops in 260 of its Babies R Us locations.

The moves mark a new aggressiveness from the firm, which was hit hard by a price war with Wal-Mart and Target a few years ago. "They seem to be steamrolling," one analyst says. "I see Toys R Us looking around and saying, 'Hey, we're stronger than a lot of people.'" Wal-Mart and Sears officials say their toy sales are strong and they're ready to take on the competition.