Toys R Us is making a comeback, thanks to Target, just as the busy holiday shopping season looms.
The Minneapolis retailer will support the bankrupt toy company's new online portal at ToysRUs.com and also provide fulfillment services, Target announced last week.
But the new website won't be selling toys. Instead, it will house videos and articles on the latest toy trends and offer product reviews. Consumers wanting to make a purchase on the new portal will be directed to click "Buy Now at Target.com" to complete their purchase.
Target also will pilot new experiential retail stores that will launch in the fall in Houston and Paramus, N.J., the company said in a news release. The stores won't be selling toys, either. They will showcase new products and create "memorable experiences for kids and families that allow for in-person product discovery," Target said. Sales associates will assist customers interested in making purchases on Target.com.
On Oct. 4, Target launched 25 Disney stores inside Target in a partnership with the Walt Disney Company. The new, kid-friendly retail experience will showcase more than 450 toys and games, apparel and accessories featuring everything from beloved Disney classics to Disney princesses, Marvel characters and Star Wars. Forty more will open in about 12 months.
"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, senior vice president of merchandising for 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."
Toys R Us, which struggled to keep up with its competition, filed for bankruptcy in 2017 with plans to reorganize. But after 60 years of operating as a household-name toy store, the company closed all its U.S. stores in 2018 as part of its bankruptcy liquidation process.
"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, chief executive of Tru Kids, the toy company's parent. "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."
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