Target Teams With Tru Kids To Relaunch Toys R Us Site

To help it relaunch ToysRUs.com, Target is teaming up with Toys R Us brand parent company Tru Kids. The arrangement will allow Toys R Us to have an online presence again, and it could bolster the toy business of Target before the holidays, CNBC reported.

Tru Kids CEO Richard Barry said per the report that Target was picked in the end to power the website due to its formidable supply chain, impressive toy business and understanding of the toys. “We spoke to a lot of different folks as we went through this process,” Barry said, according to the report. “What inspired me about Target was their investment in the category.”

When shoppers visit ToysRUs.com beginning Tuesday, they will be sent to Target.com to finish their transactions after they choose “buy.” Barry also noted that the new website isn’t only for purchases. Tru Kids aims to have ToysRUs.com be an educational tool for kids and a resource for parents looking for the newest toys to purchase.

The site, for instance, will have offerings such as top toy lists, videos and reviews. Barry said, according to the report, “We have completely reimagined [the website] … to a site which is immersive and heavily content oriented.”

In separate news, reports recently surfaced that Walt Disney Company and Target rolled out the Disney store at Target in 25 select locations along with complementary online experience. Shoppers can choose from a Disney assortment of 450 items, according to an announcement earlier in October.

The store, as well as the online experience, will also feature recently unveiled Disney merchandise from “Frozen 2” and “Star Wars: The Rise of Skywalker.” The retailer will offer more than 100 exclusive products from the highly anticipated theatrical releases in addition to “The Mandalorian,” which is landing on Disney+, and “Star Wars: Jedi Fallen Order.”

The Disney store at Target locations are operated by Target. They have branded “shop-in-shop” layout with an average of 750 square feet, which the announcement said are “strategically located inside Target stores adjacent to kids clothing and toys.”