Toys R Us is set to make an online comeback before the holidays, thanks to Target reviving its defunct eCommerce store.
The retailer will provide digital services to the toy giant’s website ToysRUs.com, which was relaunched by its parent company Tru Kids. However, shoppers can’t make any purchases on the website.
The new site of Toys R Us offers videos, articles, in-depth product reviews, and detailed descriptions of the latest toy craze and brands. When customers click on the ‘Buy’ button to purchase an item, they will be redirected to Target.com where they can complete their transactions.
Aside from redirecting customers to its website, Target will also fulfill Toys R Us orders as part of the companies’ partnership agreement.
Toys R Us Resurrects in Malls
Retailers that tried but failed to fill the void created by the closure of Toys R Us in 2018 may not get another chance this year because the toy giant announced that it’s opening two stores in Houston, Texas and Paramus, New Jersey this fall.
The company described these retail stores as “experiential” as they allow customers to test new toys before buying them. Shoppers can opt to buy an item then and there or order them later through Target.com.
“Our U.S. strategy is to bring back the ToysRUs 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 ToysRUs 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.” – Richard Barry, CEO, Tru Kids
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