Wal-Mart Lowers Prices on Toys Again

BENTINVILLE, ARK. (TheStreet) - Wal-Mart Stores (WMT Quote)is remaining true to its mission to be the price leader this holiday season, as it rolls out a second round of price cuts on toys.

The behemoth retailer said it will reduce prices 20% to 30% on another 100 toys, including the Buzz Lightyear talking action figure and Rocky the Robot.

These new prices will be available through Christmas, or while supplies last.

Previously Wal-Mart announced it will offer 100 toys for $10 during the holiday season.

The discounter is also lowering prices on other items like books and said it will roll-back prices on select items every week until Christmas.

As Wal-Mart continues to lower prices, rivals are following suit, launch something of a holiday-season price war.

In September Target(TGT Quote) reduced prices as much as 50% on popular toys and announced on Friday that it is expanding its free shipping offer. Now shoppers can get free shipping on 50% more items on the retailers Web site.

Amazon(AMZN Quote) is offering a similar promotion when it comes to books, slashing prices on popular new hardcover releases.