In its latest retail strategy ahead of the holiday shopping season, Toys R Us will match its prices against competing retailers.
The retailer said that it will offer a "price match guarantee" on all items from Toys R Us or Babies R Us stores.
"Now through Christmas Eve, the company will match competitors' in-store pricing on identical items, any time a customer presents a local competitors' current, valid print advertisement showing the item available for less," said Toys R Us on Tuesday.
The retailer said the deal extends to include the seven days after the purchase at Toys R Us is made. Customers can get a "price adjustment" on their purchase if they see the items advertised for a lower price up to seven days after their purchase at Toys R Us.
This is the latest salvo that Toys R Us has launched against competing retailers like Wal-Mart Stores(WMT), Target(TGT), Macy's(M), Kohl's(KSS) and Sears(SHLD).
Toys R Us recently announced a free layaway plan ahead of the holidays and a "hot toy reservation" offer. The free layaway offer runs through Oct. 31, after which the retailer will charge a $5 service fee. The hot toy offer allows customers to reserve certain toys with a 20% deposit.
Wal-Mart has also tried to make its layaway program more appealing to consumers, by reducing its upfront fee to $5 from $15. Wal-Mart also offers an "ad match" program, where it matches the lower prices advertised by local competitors.