Toys R Us is getting into the video streaming business.
Thursday, the toy chain launched its toys-r-us-movies-dot-com.
The new digital service will offer four-thousand movies and T-V shows geared towards children.
It won't be subscription based... instead pay per rental or download.
Prices are on par with those at Apple's iTunes store: two-99 for a 24-hour movie rental and one-99 for a T-V show rental.
A Toys R Us spokeswoman says the site's family-friendly content will set it apart from competitors like Netflix and Amazon.