Now playing
00:42
This is how Black Friday began
Now playing
04:22
Levi's CEO has message for Mitch McConnell
Elon Musk's Neuralink says this monkey is playing Pong with its mind
From Neuralink/Youtube
Elon Musk's Neuralink says this monkey is playing Pong with its mind
Now playing
01:41
Elon Musk's company says this monkey is playing Pong with his mind
CNN
Now playing
02:36
The truth behind Covid-19 vaccines for sale on the dark web
Heinz ketchup packets are shown in New York on Monday, August 22, 2005. H.J. Heinz Co., the world's biggest ketchup maker, said first-quarter profit fell 19 percent on expenses to cut jobs and sell businesses.  (Photo by Andrew Harrer/Bloomberg via Getty Images)
Andrew Harrer/Bloomberg/Getty Images
Heinz ketchup packets are shown in New York on Monday, August 22, 2005. H.J. Heinz Co., the world's biggest ketchup maker, said first-quarter profit fell 19 percent on expenses to cut jobs and sell businesses. (Photo by Andrew Harrer/Bloomberg via Getty Images)
Now playing
01:53
Restaurants face a nationwide ketchup packet shortage
CNN
Now playing
03:53
Norwegian Cruise Line CEO to CDC: We want to be treated fairly
Getty Images
Now playing
02:18
This airplane-shaped bag is selling for more than some actual planes
A medical worker prepares to administer a dose of the AstraZeneca vaccine in Belgrade, Serbia, Tuesday, March 23, 2021. American federal health officials say results from a U.S. trial of AstraZeneca's COVID-19 vaccine may have included "outdated information" and that could mean the company provided an incomplete view of efficacy data. (AP Photo/Darko Vojinovic)
Darko Vojinovic/AP
A medical worker prepares to administer a dose of the AstraZeneca vaccine in Belgrade, Serbia, Tuesday, March 23, 2021. American federal health officials say results from a U.S. trial of AstraZeneca's COVID-19 vaccine may have included "outdated information" and that could mean the company provided an incomplete view of efficacy data. (AP Photo/Darko Vojinovic)
Now playing
03:46
These are all the complications AstraZeneca's vaccine has faced
A driver rides his car in front of the Lyft Drivers Hub in Los Angeles, California, March 29, 2019. Ride-hailing company Lyft made its Initial Public Offering (IPO) on the Nasdaq Stock Market on March 29th. (Photo by Apu Gomes/AFP/Getty Images)
Apu Gomes/AFP/Getty Images
A driver rides his car in front of the Lyft Drivers Hub in Los Angeles, California, March 29, 2019. Ride-hailing company Lyft made its Initial Public Offering (IPO) on the Nasdaq Stock Market on March 29th. (Photo by Apu Gomes/AFP/Getty Images)
Now playing
04:55
Lyft co-founder: Supporting voter access is important for business
Citigroup Chairman Richard Parsons delivers remarks on the US economy at the New York State Bar Association meetings in New York, January 28, 2009. Troubled US banking giant Citigroup last week named Parsons as its new chairman, the longtime top executive at media giant Time Warner, to steer it through its most challenging period.  AFP PHOTO / Emmanuel Dunand (Photo credit should read EMMANUEL DUNAND/AFP via Getty Images)
EMMANUEL DUNAND/AFP/AFP via Getty Images
Citigroup Chairman Richard Parsons delivers remarks on the US economy at the New York State Bar Association meetings in New York, January 28, 2009. Troubled US banking giant Citigroup last week named Parsons as its new chairman, the longtime top executive at media giant Time Warner, to steer it through its most challenging period. AFP PHOTO / Emmanuel Dunand (Photo credit should read EMMANUEL DUNAND/AFP via Getty Images)
Now playing
02:47
Dick Parsons: Georgia law is a bald-faced attempt to suppress Black vote
Resturant Yurkevcih Pkg 1
CNN
Resturant Yurkevcih Pkg 1
Now playing
02:55
Restaurants are still struggling, but see hope on the horizon
WASHINGTON, DC - SEPTEMBER 16:  Patrick Soon-Shiong, chairman and CEO of the Institute for Advanced Health, participates in a discussion at the Bipartisan Policy Center, September 16, 2014 in Washington, DC.  The Bipartisan Policy Center released a report titled Innovative Strategies from America's Business Leaders.  (Photo by Mark Wilson/Getty Images)
Mark Wilson/Getty Images North America/Getty Images
WASHINGTON, DC - SEPTEMBER 16: Patrick Soon-Shiong, chairman and CEO of the Institute for Advanced Health, participates in a discussion at the Bipartisan Policy Center, September 16, 2014 in Washington, DC. The Bipartisan Policy Center released a report titled Innovative Strategies from America's Business Leaders. (Photo by Mark Wilson/Getty Images)
Now playing
04:04
Patrick Soon-Shiong: We have to recognize racism and 'break it'
ATLANTA, GA - MARCH 03: Demonstrators stand outside of the Georgia Capitol building, to oppose the HB 531 bill on March 3, 2021 in Atlanta, Georgia. HB 531 will add controversial voting restrictions to the state's upcoming elections including restricting ballot drop boxes, requiring an ID requirement for absentee voting and limiting weekend early voting days. The Georgia House passed the bill and will send it to the Senate. (Photo by Megan Varner/Getty Images)
Megan Varner/Getty Images
ATLANTA, GA - MARCH 03: Demonstrators stand outside of the Georgia Capitol building, to oppose the HB 531 bill on March 3, 2021 in Atlanta, Georgia. HB 531 will add controversial voting restrictions to the state's upcoming elections including restricting ballot drop boxes, requiring an ID requirement for absentee voting and limiting weekend early voting days. The Georgia House passed the bill and will send it to the Senate. (Photo by Megan Varner/Getty Images)
Now playing
02:24
Coca Cola, Delta Airlines strike back at Georgia voting laws
Now playing
03:08
'I want women to be as rich as humanly possible': Meet TikTok's wealth coaches
Now playing
05:41
NFTs have completely transformed these digital artists' lives
P&G
Now playing
01:45
This new P&G ad confronts stereotypes against Black Americans
(CNN Business) —  

Target, Walmart, Amazon, and a spate of big retailers are pouncing on the first holiday shopping season in decades without Toys ‘R’ Us.

Toys ‘R’ Us closed its doors after 70 years in business earlier this year, leaving behind hundreds of stores and $10.5 billion in annual sales.

In Toys ‘R’ Us’ absence, retailers eye an opportunity to capture market share and pump up toy sales. Their efforts will reach a fever pitch on Black Friday and into the holiday stretch.

“While toys [are] important all year long, it rises to a whole new level in the holidays,” Mark Tritton, Target’s chief merchandising officer, said on Tuesday.

Target (TGT) has added close to a quarter-million square feet of space dedicated to toys across 500 stores, remodeled toy aisles at 100 stores, and added new displays throughout the stores to raise awareness.

The company’s toy sales increased 20% last quarter from the same time a year ago. Target anticipates more growth during the holiday stretch, when it typically makes half of its annual toy sales.

Walmart (WMT) has grown its new toy selection in all stores by 30% and 40% online. It recently rolled out a virtual “toy lab” playground that allows kids to play with 20 of the company’s top toys.

“There’s a lot of toy volume up for grabs this year, so we’ve bought broader and deeper in this category,” Walmart’s chief merchandising officer said last month.

Party City (PRTY) is opening 50 “Toy City” pop-up stores. Kohl’s (KSS) has partnered with Lego and FAO Schwarz to sell products at stores. For its part, FAO Schwarz is coming back with a new 20,000-square-foot flagship in New York.

“Both of those brands are already off to a great start,” Kohl’s said on Tuesday.

Unlikelier names, including Dollar General (DG) and Foot Locker (FL), are making moves, too. Foot Locker is teaming up with Funko to sell LeBron James and other basketball stars’ figurines. Bloomberg first reported the partnership on Monday.

So is Best Buy (BBY). Best Buy has expanded toy inventory at its 1,000 US stores. The company is betting that shoppers coming in to buy a new TV during the holidays might want to leave with Barbies or Legos, too.

Kroger (KR) is adding Geoffrey’s Toy Box sections to sections to 600 stores this holiday. Sections will be stocked with 35 toys.

“We’ve got an arms race in the toy category,” Moody’s retail analyst Charlie O’Shea said last month.

Amazon is also trying to fill the void. It mailed out a toy catalog and is offering free shipping on toys with no minimum purchase, including to customers without Prime.

“We see Amazon as the biggest share taker post-Toys ‘R’ Us,” Jefferies analyst Stephanie Wissink said in a research note earlier this month.