ToysRUs.com relaunched Tuesday with all fulfillment being redirected to Target.
Target will also power online sales in the new Toys R Us experiential retail stores opening this fall in Houston and at the Garden State Plaza in Paramus. The stores are designed to showcase products and allow for in-person product discovery — and if the store doesn’t carry an item in-house, Target.com will fulfill the sale.
The Toys R Us website will offer toy-related content, like videos and articles on the latest industry trends, and hot toy lists and tools to help consumers find the best playthings for the kids in their life. Consumers perusing toys on the site can click “Buy Now at Target.com” to be automatically linked to the same product page on Target.com to fulfill their order.
“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, Target’s senior vice president of merchandising in a statement. “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.”
Consumers can access free two-day shopping, same-day curbside or store order pickup, same-day delivery with Shipt, Target Circle loyalty benefits, easy in-store returns and 5 percent off when using a Target REDcard. With same-day pick-up and delivery options, an online order can be ready for pick-up or delivery to most U.S. households in as little as an hour.
“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 officer of Tru Kids Brands, Toys R Us’ parent company, in a statement.
“The foundation of that strategy requires the help of a retail industry leader and Target is the ideal retailer to support a new Toys R Us shopping experience, which is designed to provide families with endless ways to discover, play and enjoy toys,” Barry said. “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.”