Amazon will sell its Kindle e-reader in Toys R Us stores across the US from this Sunday.
Toys R Us will stock three Kindle models: Kindle WiFi, Kindle 3G and Kindle with Special Offers, which is the advertising based Kindle.
The popular toy retailer will also sell various accessories for the Kindle including cases and power adapters.
Toys R Us will rollout a strong marketing campaign to coincide with the launch of the Kindle including print promotions and in-store signage.
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The retailer will also offer customers a $10 gift card with every Kindle purchase up until August 6.
The partnership will allow Amazon to target the back to school market by using the Kindle as a learning tool for children.
Toys R Us becomes the latest in a growing number of brick and mortar retailers to stock the Amazon Kindle.
Target, Radio Shack, Best Buy and AT&T stores already sell the market-leading e-reader.
