NEW YORK - As the tablet wars hot up, Toys "R" Us on Monday announced it was launching its rival to the market-leading iPad, with "kid safe" content.
The device, to be sold exclusively at Toys "R" Us stores, is called "tabeo" and will be available from Oct 21, at a retail price of US$150 (S$185).
The seven-inch tablet, using Wi-Fi and running on the Android operating system, includes 50 free, preinstalled apps designed for children.
"Over the past year, we've spent considerable time talking to parents and children to determine what features and functions they really want in a kids' tablet, resulting in tabeo," said Mr Troy Peterson, vice-president of Toys "R" Us.
"We are proud that tabeo offers robust and flexible parental controls that can help protect children as they surf the Internet, and we are pleased to offer the tabeo App Store, which features only kid-safe content carefully curated by the Toys "R" Us team."
The device will come preloaded with a number of books, educational programs and games.
Educational toymaker LeapFrog Enterprises also has a tablet aimed at children, called the LeapPad.
Apple's iPad has about two thirds of the global market for tablets, and the company is expected to introduce a smaller version later this year.
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