Toys R Us has launched its own multi-screen over the top video service, called

The service is designed to supplement the company’s tabeo, a Wi-Fi tablet designed and developed by Toys R Us and due to hit the market later this month, for $149.99.

Though meant to back the introduction of the tabeo, does not require a subscription and will be available on the usual range of other devices. At first, viewers will be able to also stream content on PCs, Macs and mobile devices that support Adobe Flash. The company intends to eventually extend its reach to other devices, including Blu-ray players, smart TVs, and various tablets, including both iOS and Android devices. iOS and Android apps are in development.

Toys R Us has secured content from 20th Century Fox, Anderson Digital, Gaiam Vivendi Entertainment, Lionsgate/Summit, Magnolia Pictures, NBCUniversal, Paramount Pictures, Phase 4 Films, Sony Pictures Home Entertainment, Starz, Walt Disney Studios and Warner Bros.

The toy retailer says it has a library of about 4,000 films and TV shows. Films will be available to stream on demand the same day they are first available at retail; television shows will be available the day after they air. The company has negotiated for some films to become available before the home video window. “Madagascar 3” from DreamWorks is one example.

Movies start at $2.99 for a 24-hour rental and at $5.99 for a licensed digital download or stream. TV shows start at 99 cents, with most priced at $1.99.

Users can search by age, favorite character, and genre. Rovi is providing the guide technology, and will also be responsible for customer support.