Toy retailer Toys 'R' Us won’t be the only toy retailer trying to grab a slice of the consumer’s holiday season spending budget, as the likes of Amazon (AMZN), Target (TGT) and Walmart (WMT) have also made big bets on toys in the Star Wars and Minions categories, as well board games. To compete effectively against its larger competitors, a consortium in retail that has helped drive down toy prices and pressure sales and profits at Toys 'R' Us in recent years, Toys 'R' Us’ new CEO understands that differentiation will be critical. ‘We are an authority of the toy world 365 days a year, it’s the business we are in,’ reminds Toys 'R' Us chairman and CEO David A. Brandon in an interview at the company’s flagship location in New York City’s busy Times Square. Brandon, who started at Toys 'R' Us in July and is credited with turning around Domino’s Pizza (DPZ) as its CEO for 11 years, noted that selling more interactive toys will be one way Toys 'R' Us stands out from mass merchants this holiday season. ‘I think our larger bets are on toys that are interactive – young people want voice activation, they want robotics, they have short attention spans so they need lots of entertainment with their toys,’ says Brandon. TheStreet’s Brian Sozzi reports from New York.