Online & Digital

Toys R Us partners with Target to relaunch website

Collapsed toy retailer Toys R Us has relaunched online after its owner TruKids announced a partnership with American retail giant Target to help power its e-commerce offering.

Target’s toy assortment, digital capabilities and fulfillment services allows Toys R Us to have an online presence as it prepares to launch a small number experiential retail stores across the US.

The new deal sees consumers browsing toys on to click “Buy Now at” to be automatically linked to the same product page on to complete the purchase. will also power online sales in new Toys R Us experiential retail stores that will launch later this year in Houston, Texas and Paramus, New Jersey. The stores are designed to showcase new products out of the box, and create “memorable experiences for kids and families that allow for in-person product discovery”.

It is yet unclear what percentage of each sale goes to Target versus TRU Kids.

The deal also sees consumers shopping through Toys R Us able to take advantage of all of’s offerings, including free two-day shipping, same-day curbside or store order pickup, same-day delivery with Shipt.

Nikhil Nayar, senior vice president of merchandising at Target, said: “Target’s leadership in toys, digital and fulfillment are an unbeatable platform for Toys“R”Us to reconnect with their fans while we introduce them to the ease and convenience of shopping at Target.

“By applying our capabilities in a new way with Toys R Us, we can serve even more toy shoppers, drive new growth, and build on our toy leadership.”

Richard Barry, CEO of Tru Kids, added: “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.

“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.”

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