Toys 'R' Us is back online and accepting orders across a decent selection of toys at that. Everything feels almost exactly as it was before—from the logo to the layout of the site. But one major thing has changed, and that’s when shoppers go to make a purchase, they are automatically redirected to Target.com. And, when the two brick-and-mortar Toys 'R' Us locations open up later this fall, Target will also fulfill orders for items that are out of stock.
"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, Tru Kids CEO and former CMO of Toys R Us.
Tru Kids supposedly sought out Target as a partner because of their strong supply chain and “clear understanding of the toy category.” Neither side provided any details on how they planned to divide up the revenue amongst themselves however.