ToysRUs Buys At Auction For $5.1 Million

In a heated bidding war, ToysRUs bought the domain name at auction for $5.1 million. ToysRus really wanted the domain, for obvious reasons. Everyone except ToysRUs and domain holding company National A-1 (owner of domains such as,,, and bowed out of the auction at $3 million. The last $2 million was just those two companies going back and forth for hours.

ToysRUs really didn’t have much choice. If it wants to be the first thing people associate with toys it really couldn’t afford to allow anyone else to own that domain, even in this economy. Who says real estate is dead?