Why Amazon could win the battle for holiday toy sales

Amazon

New York( CNN Business) Retailers are battling hard-boiled over toys, flat-screen TVs and new tech contraptions this holiday season, and Amazon appears to be in a strong position.

Amazon( AMZN) expanded its plaything efforts in the run-up to the holidays. It mailed out a 70 -page toy catalog with top items and deals, and even began selling playthings at Whole Foods. Last-place week, Amazon offered discounts on Barbie, Hot Wheels, Fisher-Price, and Lego.

L.O.L. Surprise was a best-selling item at its brand-new brick-and-mortarAmazon 4-Star stores, the company said.