[ToyAddict]

It's just part of TRU's business strategy of differentiation.

Walmart generally has a price and it's set. Then at Christmastime they do drop the prices artificially low.

Target generally keeps their prices at or slightly above Walmart, and dabbles in sales.

ToysRUs really goes after the coupon/sales/gimmicky market. They're all the time running BOGO 50% off, B2G1 free, get a free <Lego something or other> if you spend $X. Or like right now some sets are just flat 50% off. And they have a sale of $25 off $100 of Legos. Buy a Wendy's Kid's Meal and get a coupon for a $10 gift card with $75 purchase. All kinds of promotions. By the time your done, you've probably spent just about as much as if you had just bought them at full Walmart price.

And well, it's capitalism. They have the hot toy. At Christmas time. Competitors don't. Gotta milk it for all it's worth. They do their stockholders a disservice if they don't, right?

The crazy thing is that they usually do raise the prices when things initially come out. But then they forget to drop them. Walmart and Target sell the Avengers Quinjet set for $70. TRU sells it for $85. That's a bit crazy.