Target will match Wal-Mart’s recent price cuts on toys (see “Wal-Mart Supersizes Sawbuck Sale”), which took prices on 100 toys, including Transformers action figures, to $10, according to CNBC.  In addition, Target will cut prices on other toys by 25% or more in its circular this week.

With toy sales expected to be flat at best this holiday season, competition for consumer dollars is fierce.  Toys r Us and Sears both started their holiday toy sales in July (see “Christmas Season Kicks Off”).