Toymakers Helping Toys R Us

CNN Money is reporting that toymakers such as Mattel Inc., Hasbro Inc., Leap Frog Enterprises Inc. and Lego AG have agreed to offer exclusives to the nation's largest stand-alone toy retailer. It said 21 of the toys will star in their own TV commercials with manufacturers footing the bill for 17 of the spots.

manufacturers are concerned what it would mean for their future if Toys R Us were to be forced out of the business, leaving Wal-Mart to become even more dominant in toy sales.

In the past the toymakers had been concerned about angering Wal-Mart by offering this kind of support to a competitor, the paper reported. But it said they have decided that they can't afford to risk losing Toys R Us, which carries a much wider selection of toys than Wal-Mart and is important to year-round sales.

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