What expensive domain

Toys.com sells for $5.1 million in heated domain auction

that's an amazing domain name and a scary price, but I would have to ask whether Toys R Us really needed it. They already rank up there for 'toys', so what's their business case?

Toys ‘R’ Us is the lucky winner of Toys.com. The domain was bought by the toy store chain in a heated phone auction that took place earlier today at the final bid of $5.1 million. DirectNavigation blogged live from the auction here.

According to Domain Name Wire, the following bidders participated in the auction:

* 1-800-Diapers
* Toys ‘R’ Us via Eagle, LLC
* National A-1
* Schilling Aviation Corp (Frank Schilling)
* Socha APA David William Socha
* Faculty Lounge Partners

I think it was a great deal. It shows that they "get it" – they'll reap the rewards of this domain for years – think about the next generation of internet kids who grow up knowing they can type in "toys.com" and get the toys r us site? great marketing move on their part.

Wow…thats an awesome domain name! Why would they sell it now..in this economy! Toys.com is worth way more than 5.1 millon. I'm confident it could easily go for 10 million on SEDO…even in the next month!