Toys 'R' Us is a chain of U.S. and international toy stores and the parent company of Babies 'R' Us, the largest U.S. baby store chain.
TRU made a belated entry into online sales in 1998, struggling internally to define the format for its Internet presence. In 2000 it struck a deal with Amazon.com to sell toys through the shopping portal in a co-branded web store, but this deal eventually went sour and turned into a lengthy court battle after Amazon began selling toys from other distributors on the Amazon.com site. TRU won the right to establish its own sales portal, and now sells toys through its own website.
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