Meijer looks to win toy price game

GRAND RAPIDS, Mich. Meijer is attempting to position itself as the toy leader this week, by claiming its toy book has the lowest prices on several popular items this year.

In a comparison of the top 95 toys among such leading retailers as Meijer, Walmart, Target and Toys 'r Us, Meijer said it outdid its rivals in terms of low prices by a substantial margin. The 95-toy sample showed that Meijer's cumulative prices were $68.19 less expensive than Walmart's; $181.21 less than Target's, and $187.32 less than Toys'R'Us.

The company noted that, for example, it is offering the Playskool Monty Rex for $54.99, which is price in Walmart's toy book at $64.00, in Target's at $58.99 and Toys'R'Us' at $59.99.

"The annual toy books are the first salvo in what promises to be a very competitive season in retailing," said Jeff Handler, SVP marketing for Meijer. "We're sending a strong message with our toy book that we will be competitive with any national retailer on toy prices this holiday season. In fact, our toy book shows us meeting or beating national players on 90% of identical toys."