Target to power Toys ‘R’ Us online return

Target is partnering with the parent company of the Toys R Us brand, TRU Kids, on the relaunch of ToysRUs.com.

The deal means that Toys ‘R’ Us once again has an online presence, post bankruptcy, as it gears up to open stores in the US. Consumers browsing toys can click ‘Buy Now at Target.com’ to be automatically linked to the same product page on that site to complete their purchase. The companies declined to comment on how much of each sale goes to Target versus TRU Kids.

Target.com will also be behind online sales in new Toys ‘R’ Us stores that will launch later this year in Houston, Texas and Paramus, New Jersey. “Our US strategy is to bring back the Toys ‘R’ Us brand in a modern way through a strong experiential and content-rich omnichannel concept,” comments Richard Barry, CEO at Tru Kids.

“The foundation of that strategy requires the help of a retail industry leader and Target is the ideal retailer to support a new Toys ‘R’ Us shopping experience, which is designed to provide families with endless ways to discover, play and enjoy toys. Target will help us deliver on that experience with its toy assortment, digital strength and ability to deliver orders to shoppers in a matter of hours.”