Platform offers 4,000 film, TV titles

New entrants continue to crowd the video streaming biz with Toys R Us launching its own digital entertainment service for kids on Thursday.

ToysrusMovies.com offers 4,000 films and TV titles for kids and families with advanced parental controls. Films will be available the day the videos hit retail stores and television shows the day after they air, with no subscription required. Select releases, like DreamWorks Animation’s “Madagascar 3: Europe’s Most Wanted,” will be available before the homevideo window, in this case by two weeks.

Other titles include “Hotel for Dogs,” “The School of Rock,” “Spider-Man,” “The Karate Kid,” “Planet 51″ and “Cloudy with a Chance of Meatballs.”

Content comes from 20th Century Fox, Anderson Digital, Gaiam Vivendi Entertainment, Lionsgate/Summit, Magnolia Pictures, NBCUniversal, Paramount Pictures, Phase 4 Films, Sony Pictures Home Entertainment, Starz, Walt Disney Studios and Warner Bros.

Users can browse by age, favorite character, and genre. Site also offers curated movie collections like Classic Disney and Spooky Stories. Additional holiday-themed collections will be featured seasonally.

Movies start at $2.99 for a 24-hour rental and at $5.99 for a licensed digital download or stream. TV shows start at 99 cents, with most priced at $1.99.

Michael Scharff, senior VP of new ventures, said the service lets the company “leverage our valued relationships with leading digital and theatrical partners to provide great services and content we know families will love.”

Starting today, users will be able to stream content on PCs, Macs and Adobe Flash-enabled devices, expanding later to Blu-ray players, televisions, tablets, high-def content and dedicated iOS and Android apps.

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