(WHAS11) -- Toys R Us is getting into the video streaming business. On Thursday, the toy chain is launching Toys R Us movie.com.
The new digital service will offer 4,000 movies and television shows geared to children. It will not be subscription based, instead pay per rental or download.
Prices are on par with those at Apple's iTunes store: $2.99 for a 24-hour movie rental and $1.99 for a television show rental.
A Toys R Us spokeswoman says the site's family-friendly content will set it apart from competitors like Netflix and Amazon.