Walmart, Kohl's and Target vie for Toys R Us market share

It may be two full months before the end of the year, but the country's biggest retailers are already waging a bitter war to win over shoppers – and they're betting big on toys.

Both Target and Kohl unveiled Friday Black Friday sales, and retail analysts say it's a good time to become a consumer, as stores attempt to provide the type of deal that was not available. only after Thanksgiving.

"Every year, retailers are trying to outdo themselves, as well as their competitors," said Stacey Widlitz, president of SW Retail Advisors. "Every year, sales seem to start earlier. It's not like Black Friday anymore. The month before the real Black Friday is like the month of Black Friday. "

Large retailers are paying close attention to this year's toy market, hoping to take advantage of the vacuum left by the closure of Toys R Us earlier this year. Before formwork, Toys R Us accounted for 15 to 20% of the country's toy market.

According to Jackie Breyer, editorial director of The Toy Insider, Target has added 250,000 square feet to its toy departments this year, nearly double the space it's devoted to toys. ;last year. Walmart said it has increased the amount of toys in its own stores by 30% and online by 40%.

"We are pleased with our position in the toy retail business," said Steve Bratspies, Merchandising Manager at Walmart. "We did a lot of analysis."

Breyer estimates that Walmart has probably absorbed about 25% of the Toys R Us market in recent months. She told NBC News that Walmart should be doing particularly well this holiday season because of its popular Ryan's World collection and its upcoming Fortnite toy collection, which will be available on store shelves on December 1st.

Kohl's is also expanding its toy market with Lego and FAO Schwarz products for the first time in its history.

"It's a big problem for them because it will attract consumers who are loyal to these brands," said Breyer.

Also enter the toy story: Party City. He has opened 51 ephemeral toy stores called Toy City in recent months, some of which are located in old Toys R Us stores.

And Best Buy released its first-ever toy catalog this season, which includes not only electronic toys, but also traditional children's toys ranging from preschool to teenager. Best Buy also offers free shipping on all items under $ 35.