Toys R Us parent company TRU Kids has teamed up with Target US to relaunch the eCommerce site for Toys R Us in the United States.
Relaunched on 08 October, the Toys R Us website and soon-to-be-revealed experience stores are supported by Target’s toy assortment, digital capabilities and fulfillment services.
When initiating a purchase on the Toys R Us website, consumers can click on 'buy now at Target.com' and will be automatically redirected to a product page on the Target website to complete the purchase.
The relaunched Toys R Us website also features new content including videos, articles, product reviews, hot toy lists and brand experiences.
Target will also support online sales from the physical retail stores that are scheduled to launch in Houston, Texas and Paramus, New Jersey in Autumn.
The bricks-and-mortar experience stores will showcase the toys out of the box, allowing kids to play and experience them, with parents able to purchase directly from the store. However, if the product isn't available in-store, purchases can be fulfilled through the Target website.
CEO of TRU Kids Richard Barry said that the brand is re-entering the market in a 21st century fashion.
"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," he said.
Target US senior VP of merchandising Nikhil Nayar said that the partnership will help to serve a wider range of customers.
"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."
Customers who shop through the Toys R Us-Target channel will be able to select their shipping method of choice from Target's delivery and pick-up options, as well as enjoying loyalty benefits, in-store return options and discounts when using a Target debit or credit card.
The announcement was made on 08 October.