Toys "R" Us is getting into the video streaming business.
The toy chain is launching a new website, www.toysrusmovies.com 
The new digital service will offer 4,000 movies and TV shows geared towards children.
It will not be subscription based, instead pay per rental or download.
Prices are on par with those at Apple's iTunes store, which is $2.99 for a 24-hour movie rental, and $1.99 for a TV show rental.