Earlier this year, Toys R Us bought the domain name Toys.com for $5.1 million dollars. The purchase was for the DOMAIN ONLY.
Known to every American over the age of 6, Toys R Us is unquestionably the dominate entity within the category. In addition to a substantial brick & mortar presence is a highly visible online presence.
The obvious question is why? Why did Toys R Us spend $5.1 million dollars on a domain when, on every conceivable metric, it appeared as though they did not need it?
The answer is quite simple. (hint- see post below)
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