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Toys "R" Us targets collectors

Toys "R" Us on Wednesday launched an online shop aimed at collectors. The site, called Collectors@toysrus.com, features items not available on other sites, as well as action figures, dolls, die-cast figures and model kits. It lets shoppers place orders for items that have not yet been released and bid for limited edition, signed pieces at auction.

"Our goal is to become the destination that collectors go to first to search for new additions to their portfolios," said Greg Ahearn, vice president for marketing for Toysrus.com. Amazon.com and Toys "R" Us run a co-branded Web site, with Amazon handling the e-commerce, development and order fulfillment.