Toshiba in America announced Tuesday they will discontinue their sales and marketing of HD DVD Players.

The company is ceasing shipments of its HD DVD products to retail stores.

"While we continue to believe HD DVD is the best format for consumers, based on its technological advancements and the value and quality inherent in our player offerings, recent market developments have led us to the decision to choose new and different paths," Yoshi Uchiyama, group vice president of Toshiba's digital A/V marketing group, said in a statement.

Toshiba also said it will remain committed to standard DVD-R Media business and stated the company will continue to market its lineup of DVD players.

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