ToysRUs bought the domain name Toys.com at auction for $5.1 million after a heated bidding war with domain holding company National A-1, owner of a portfolio of names that includes free.com and divorce.com.
Was this a good purchase for ToyRUs? It is if they want to own the online space for toys. Wonder what their estimate is to recoup the investment for this domain? Is the long term goal branding, increased market share via more traffic to the site, taking advantage of type-in traffic or to save money on paid search?
Clearly ToysRUs has been eyeing this asset for years and finally had the chance to buy it and did so when they had the chance, despite [...]