Target is helping the kids brand Toys R Us to become operational, at least online, in time for the holiday shopping season.
ToysRUs.com will relaunch with videos and articles on toy trends and reviews and will direct consumers to Target.com to make toy purchases.
The ‘Buy’ button on the site is in Target’s red and white brand colours and reads ‘buy now at [target].com’ wherein the word ‘Target’ is replaced with the Target logo.
In a joint statement, the parent companies of Target and Toys R Us announced that they are teaming up together to run the website of Toys R Us. Toys R Us had shut all its US and UK stores in 2018 after filing bankruptcy a year before in the United States.
Nikhil Nayar, Senior Vice President, Merchandising, Target, said in a release, “Target’s leadership in toys, digital and fulfillment is 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.”
“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. 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,” said Richard Barry, CEO of Toys R Us’s parent company Tru Kids Brands, in the same release.
Tru Kids, which won the rights to the Toys R Us in bankruptcy court in October 2018, is reopening 2 bricks-and-mortar toy stores in November. Tru Kids had, last year, inked a deal with the start-up tech company b8ta for an ‘experimental retail experience’.
The financial terms of the deal were not disclosed.