Toys R Us’ New Website Powered By Target

Target Corp. (NYSE: TGT) and the parent company of the Toys R Us brand, TRU Kids, are partnering to relaunch ToysRUs.com. The newly revamped website is designed to be a resource for parents and an educational tool for kids, featuring toy reviews and trends as well as product pages. Tru Kids CEO Richard Barry said Target was chosen because of its strong supply chain and clear understanding of the toy category.

ToysRUs.com shoppers will be redirected to Target.com once they select “buy” to complete the purchase. The shoppers can then add Target items to their shopping carts if they like. Both companies declined to disclose details on how they will share the sales.

Toys R Us filed for bankruptcy in 2017 and shuttered its 800 U.S. stores the following year. The company’s lenders acquired the rights to the Toys R Us brand name and the iconic Geoffrey the Giraffe mascot. The deal with Target will allow the company to once again have an online presence as it simultaneously begins to open stores in the U.S. again.

Toys R Us is opening two interactive stores this November. One will be at Simon Property Group’s The Galleria mall in Houston, while the other will be housed at Unibail-Rodamco-Westfield’s Garden State Plaza mall in Paramus, New Jersey. Those stores are being opened through a joint venture with software retailer b8ta. Toys R Us hopes to open eight more stores in the U.S. in 2020. Target said it will also power the online sales in those stores.

The partnership with Target is one of several recently announced by TRU Kids. Last month, TRU Kids announced a partnership with Candytopia, a company known for its interactive candy exhibits. Target recently announced a deal with Disney to open Disney stores within its own stores, exclusively selling Disney toys, apparel, and accessories.