Toys R Us is linking with digital entertainment company Rovi to offer, a new digital service allowing customers to download and stream movies and TV shows aimed at families and children.

The service will be priced at $2.99 (£1.87) for a 24-hour rental and $1.99 (£1.24) per episode for TV shows. It gives Toys R Us a way of offsetting declining physical sales of entertainment media such as DVDs. However, it faces competition in a crowded market, including Apple’s iTunes, Netflix and Amazon.