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Wal-Mart kicks off toy price war
Report: No. 1 retailer slashes tags on popular and hard-to-find items, surprising Toys "R" Us.
November 19, 2003: 8:48 AM EST

NEW YORK (CNN/Money) - Wal-Mart Stores Inc. is cutting prices on a number of hot toys earlier in the holiday season than such sales are normally seen, according to a published report.

Hokey Pokey Elmo, which Wal-Mart is selling for less than wholesale cost  
Hokey Pokey Elmo, which Wal-Mart is selling for less than wholesale cost.

The Wall Street Journal reports that a survey conducted by Banc of America Securities found that Wal-Mart's prices of 15 popular toys were 12 percent lower than those of Toys "R" Us, the largest stand-alone toy retailer, and 8 percent lower than prices at discount retailer Target, the nation's No. 2 general retailer after Wal-Mart.

The Journal says that Toys "R" Us executives have acknowledged that the Wal-Mart price cutting has caught them somewhat by surprise and was among factors hurting its recently reported third-quarter results.

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The newspaper said the lower prices are even found on some toys in short supply, including Leap Frog's Explorer Globe. And it reported that some of Wal-Mart's retail prices are below wholesale prices. For instance, it is charging $29.74 for the Hot Wheels T-Wrecks Play Set, which has a wholesale price of $42, and $19.46 for the Sesame Street Hokey Pokey Elmo, whose wholesale price is $24.  Top of page




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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.