Toys “R” Us Is Making A Comeback Online Thanks To Target

We have some kinda good news for your inner child, the famous retail toy chain has relaunched its website. But once you start browsing around the site, you will notice that it redirects you to target.

In a joint statement, the parent companies of Target and Toys “R” Us announced that they are teaming up together to run the Toys “R” Us website. On the new Toys “R” Us website, you’ll be able to read reviews of the newest toys, organized lists of the latest trends in gaming and toys, and different DIY activities for kids to try. But when you click to purchase a toy, you will complete checkout on

“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,” said Nikhil Nayar, the senior vice president of merchandising at Target in a release. “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.”

The news may come as a surprise to many who at one time viewed Target as Toys “R” Us’s biggest competitor before it filed for bankruptcy in 2017.

“Our U.S. strategy is to bring back the Toys “R” Us brand in a modern way through a strong experiential and content-rich omnichannel concept,” said Richard Barry, CEO of Toys “R” Us’s parent company Tru Kids Brands, in the same release. “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.”

Tru Kids Brands acquired Toys “R” Us after the company filed for bankruptcy. They plan on reopening two new “experimental” brick and mortar toy stores in Paramus, New Jersey and Houston, Texas later next month.

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