Although they were upset, Barry said toymakers "recognize the value" Toys R Us brought to the industry. This Christmas, the first without Toys R Us, toy sales fell 2 percent, according to market researcher NPD Group. Efforts by Target, Walmart, Amazon and drug stores to expand their toy sections didn't fully replace lost Toys R Us sales, with still far fewer shelves showcasing toys in 2018 than years prior. NPD's figures imply that retailers were able to recapture about 35 percent of the market share, according to Jefferies analyst Stephanie Wissink. Shares of Hasbro dropped as much as 10 percent on Friday, when its missed its estimates by a wide margin because it was unable to recapture as much of the Toys R US business as it anticipated. But even if Target, Walmart and Amazon were unable to fully replace Toys R Us, they continue to have one strong weapon in their arsenal: the ability to compete on price.