The holiday price wars continue in the US as mass-market retailer Walmart slashes prices on an additional 100 toys, following the previously announced 100 toys for under US$10 program.

Top holiday picks are included in the latest rollback in-store and online at www.walmart.com that’s reducing prices by between 20% and 30% for the Christmas shopping season. Walmart customer research found that more than 50% of moms hope to complete their holiday shopping by US Thanksgiving at the end of November, and half of them state that toy purchases are part of their gifting plans.

The rollbacks cover a range of product, from licensed to interactive toys, games, active role play items and more. Those on the list include: Bakugan starter pack (US$8), Rocky the Robot (US$49), Buzz Lightyear Talking Action Figure (US$29), Star Wars Light Saber (US$15) and Barbie ‘I Can Be’ Playsets with Doll (US$15).

Additionally, further toy savings will be featured in Walmart’s Christmas Toy Guide, which will mail to homes next week. For more info, check out www.walmart.com/christmasshop.