(CNN) - Toys R Us is getting into the video streaming business.
Today, the toy chain is launching toysrusmovies.com.
The new digital service will offer four-thousand movies and TV 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 TV show rental.
A Toys R Us spokeswoman says the site's family-friendly content will set it apart from competitors like Netflix and Amazon.
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