I've heard that Wal-Mart sells alot of their toys at a loss, to get people into their store (don't know if that is true). But if it is, it would be really hard to compete against that. With the price-matching, I think it is a mistake for TRU not to do it, not because they will lose a sale on a toy they will make no profit on, but because they will get more customers in their store that can purchase other items. Thats the benefit to PM items, hopefully the customer will shop for other things in your store.