Toys R Us officially relaunches website amid Target partnership

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Toys R Us’ website has officially relaunched today as the retailer enlists the help of US retail giant Target to power its ecommerce operations.

Target and Tru Kids, the company owned by former Toys R Us chief merchandising officer Richard Barry which owns the rights to the collapsed brand, have entered into a partnership ahead of the holiday season.

Under the new tie-up, customers purchasing products on the newly launched ToysRUS.com will now have the option to “buy now at Target.com”.

READ MORE: Toys R Us is back from the dead thanks to new tech partnership

Customers can then utilise Target’s free two-day shipping, same-day delivery with Shipt and even its pioneering same-day curbside delivery options.

“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,” Target’s senior vice president of merchandising Nikhil Nayar said.

In July, the newly relaunched Toys R Us revealed plans to open a small number of retail stores enlisting help of tech-led retailer B8ta in an effort to relaunch the chain across the US.

The new stores, two of which are due to open later this year, will use B8ta’s “Retail as a Service” platform enabling brands who sell in store to actively manage their instore experiences and analyse how their in-store experience translate to online sales.

This new model will see “the hottest toy products and brands” pay a subscription to Toys R Us to include their products and “immersive”, “highly interactive” experiences instore, but will take 100 per cent of the revenue.

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