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Toys R Us launches its website where online sales are run by Target – TechCrunch




Toys R Us is back online thanks to a new deal with Target. Tru Kids, the parent company that bought the closed toy chain after the bankruptcy, has announced the relaunch of the ToysRUs.com website as it begins the process of opening its stores across the United States. As part of the comeback strategy, the Toys R product pages of our site will redirect to Target.com when consumers click the "buy" button to make an online purchase.

The dealers did not discuss the terms of the agreement, but a revenue sharing agreement is clearly involved in a scenario like this, given the mutual benefits. Toys R Us could quickly establish cash flow from the still top-ranked, well-established domain name Toysrus.com, while Target could get an influx of new sales from buyers who visited ToysRUs.com, unaware of the toy chain's bankruptcy and start over.

In addition to redirecting online shoppers to Target, the new website also includes articles and videos on the latest toy trends and hot brands, plus in-depth product reviews, hot toy lists and other brand experiences. These will be available on the ToysRU website itself. Only when a customer is ready to buy will they be sent to Target for checkout.

The site's "Buy" button is also clearly labeled, so there is no confusion at checkout. In Target's red and white brand colors, it reads "buy now at [target] .com" where the word "Target" is replaced with the Target logo icon.

Target buyers sent to ToysRUs get the same benefits they would if you shop direct ̵[ads1]1; which means they can place orders for delivery, pick up at the front or store, and earn loyalty points with Target Circle, or get 5% by paying with a Target REDcard.

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The new partnership between retailers is not just focused on redirecting consumers' traditional online retail product sales.

Target says it will also fulfill online sales when Toys R Us opens its first experience stores later this fall in Houston, Texas and Paramus, New Jersey.

Tru Kids had previously announced a tech startup agreement to create a modernized toy store experience with things like STEAM workshops, a tree house for kids to play in, theaters for movies and games, and a way for brands to showcase their products in a more interactive environment.

In these stores, guests who want to purchase items that are not available in the store itself will be able to place the order with a store employee who is met through Target.com.

"Target's leadership in toys, digital and fulfillment is an unbeatable platform for ToysRUs to reconnect with their fans while introducing them to the simplicity and convenience of shopping at Target," said Nikhil Nayar, senior vice president of merchandising at Target, in a statement. "By using our capabilities in a new way with ToysRUs, we can earn even more toy shoppers, grow new and build on our toy management," Nayar added.

The new agreement with Toys R Us is not the only significant toy-related partnership Target has signed in recent weeks. In late August, the retailer announced a deal with Disney that will see the open mini-Disney stores in their stores, where buyers can buy toys, clothing, collectibles, home goods and more. Twenty-five Disney "shop-in-stores" are open now, and dozens are scheduled for 2020.

"Our American strategy is to bring ToysRU's brand back in a modern way through a highly-experienced and content-rich omnichannel concept," Tru Kids CEO Richard Barry, a former Toys R Us ex, in a statement on the Target partnership.

"The foundation of this strategy requires the help of a retail manager and Target is the ideal retailer to support a new ToysRU shopping experience, which is designed to give families endless ways to discover, play and enjoy toys. Goals will help us deliver that experience with its toy range, digital strength and ability to deliver orders to buyers in a matter of hours, ”he said.



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