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.
“We spoke to a lot of different folks as we went through this process,” Barry said. “What inspired me about Target was their investment in the category.”
Explore the ultimate online toy experience at https://t.co/uGZMjODwAV featuring hot toy reviews, the latest trends and unique content for kids of all ages! To power your shopping experience we've partnered with @Target so you can check out with confidence and ease. pic.twitter.com/EdSp8iSGkz
— ToysRUs (@ToysRUs) October 8, 2019
Barry went on to describe his vision for the site as more than just a shopping destination. Tru Kids hopes the new ToysRUs.com will serve as a resource for parents through toy reviews, guides, videos, and educational tools for kids. As for Target, this marks yet another investment in the toy category with the Disney store launch preceding Toys 'R' Us by just a few days.
"Target's agreement to 'host' the Tru Kids website is a positive move for the company, and deepens its commitment to the toy segment, which is a critical category during the holiday season," said Moody's lead Target analyst, Charlie O'Shea. "Toys have always been significant traffic drivers during the holiday season, and this relationship will provide Target with more weapons in its arsenal as it competes for leadership with Walmart and Amazon in this all-important category this season."
It's not clear whether Toy 'R' Us plans to become self sufficient in the future, but for right now, they are making some strategic partnerships that are lining them up for success.