Wayne, N.J. - Toys "R" Us is the latest retailer to carry Kindle.

The No. 1 toy chain will begin selling Amazon.com's market-leading e-reader this Sunday, July 31.  Models will include the Wi-Fi in graphite, the 3G + Wi-Fi in graphite, and the AT&T ad-supported Wi-Fi with Special Offers.

Toys "R" Us will also carry a variety of cases, power adapters and other accessories.

The chain will support the rollout with a comprehensive marketing campaign, including print promotions, in-store signage, and a $10 gift card with each Kindle purchase through Aug. 6.

Toys "R" Us joins a growing roster of brick-and-mortar retailers to carry Amazon's proprietary and best-selling product, including Best Buy, Staples Target and AT&T's wireless stores.