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Toys ‘R’ Us Buys Toys.com Domain Name for $5.1M

It’s not over yet (subject to court approval), but it looks like Toys ‘R’ Us will be purchasing the Toys.com domain name for $5.1M. The company outbid National A-1 Advertising in an auction that was live blogged on DirectNavigation.com. (DirectNavigation.com is written by Larry Fischer, who attended the teleconference auction in his role with Faculty Lounge Partners.)

The domain originally sold for $1.25M in an auction that Toys ‘R’ Us participated in. So it begs the question, why four times as much now?

Sources tell Domain Name Wire that there was some horse trading in the initial auction. Faculty Lounge Partners bought Toys.com and Toys ‘R’ Us bought eToys. We’ll see what kind of horse trading went on when we see the original auction’s transcript next month.

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