TRU Launches Digital Movie Service

Toys ‘R’ Us has launched a new digital entertainment service, Toys ‘R’ Us Movies, which provides families instant access to movies and TV shows for kids.

Developed in partnership with digital company Rovi, the service features more than 4,000 titles from leading entertainment companies including 20th Century Fox, Gaiam Vivendi Entertainment, Lionsgate/Summit, NBCUniversal, Paramount Pictures, Sony Pictures Home Entertainment, The Walt Disney Studios and Warner Bros. Entertainment.

"At Toys ‘R’ Us, we continuously strive to bring exciting technologies and services to our customers and to extend the Toys ‘R’ Us brand into new areas," says Michael Scharff, senior vice president of new ventures, Toys ‘R’ Us. "With Toys ‘R’ Us Movies, we are able to leverage our valued relationships with leading digital and theatrical partners to provide great services and content we know families will love.

Toys ‘R’ Us Movies is equipped with customizable parental controls and will feature new movie releases the same day they hit retail, as well as television shows the day after they air, with no subscription required. In same cases Toys ‘R’ Us Movies will even have new releases before they go on sale in stores.

Movies and TV shows can be downloaded and stored in customer’s personal Toys ‘R’ Us Movies library for future viewing or downloaded for offline viewing (PC users only).

At launch, Toys ‘R’ Us Movies is available for PCs, Macs and all Adobe Flash-enabled devices. TRU plans to expand the service to additional web-enabled devices in the coming months, including Blu-ray players, televisions and tablets. TRU is also planning iOS and Android apps that will be launched later this fall, as well as an app for its new kid’s tablet, Tabeo, which hits stores Oct. 21.

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