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

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

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26 Responses to “ Toys.com sells for $5.1 million in heated domain auction ”

  1. 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?

  2. I think their business case would be to strengthen their defensible traffic strategy, it's a lot of extra business this domain can generate.

    And they can afford the one time investment.

  3. No I do not think it is worth that much,they just got carried away! How can a name be worth that much?? It's what you do with a domain name to generate the traffic that counts.

  4. What's in a domain name? wheww, huge price indeed. I can't understand why the argument should be heated when in fact they were all business minded persons. Anyhow, the deal was closed and voila, the name with a huge price was totally sold.

  5. If you know, can you tell us on which site this auction took place?

    Thanks!

  6. Nice price, although I think it's worth much more.

  7. 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.

  8. The deal got finalized today.

    It got very little mainstream coverage though since the weekend.. No news reports out at all besides the BBC who ran a story today.

    Too bad !

  9. 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!

  10. It's just an ego to defend their own trademark to be on top. They just being scared with another competitor :D

  11. What's in a domain name? wheww, huge price indeed. I can't understand why the argument should be heated when in fact they were all business minded persons. Anyhow, the deal was closed and voila, the name with a huge price was totally sold.

  12. Wow.. great price. do you know the reason, why it so expensive?

  13. huge price for a domain name but I'm that people would search for toys.com more than ever before now that they have read this bit of news here. everyone would like to see what is this toy site got. I just opened the site right now post reading it here!!!!!!

    The site now read http://www.toysrus.com

  14. Toys.com what a fantastic name for them to have, It's worth every penny, it will save them a fortune in advertising, it is only the start, I have many TLD's, & want TOP $$$$$$ for them - voice recognition will I believe enhance their value -

  15. Toys.com that's why they bought the name Carol, it's all in the name - GenericGene.com

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  17. Fantastic result -

  18. I have many generics and its good to see this result

    GenericGene.com

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  20. Great result - GenericGene.com

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  22. great post man..thank you:)

  23. Great result - GenericGene

  24. WOWWWW talk about earning huge money… I think that the previous owner of toys.com can happily retire with all the money he has after selling this …

    I wonder how many toys can you buy for this much money…

  25. This is a very huge amount. is it that necessary to buy that site.

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