Target powering Toys ‘R’ Us relaunch
Target announced on Tuesday that they are partnering up with Toys R Us brand, TRU Kids, to help relaunch ToysRUs.com
NBC News in Los Angeles reports Toys R Us will once again have an online presence, post-bankruptcy, as it begins to open stores in the U.S. again.
Starting Tuesday, shoppers who visit ToysRUs.com to buy the latest L.O.L. Suprise! dolls or Hot Wheels cars will be redirected to Target.com. to complete the purchase, reported NBC News.
Tru Kids CEO Richard Barry said Target has ultimately tapped to power the website because of its already impressive toy business, its strong supply chain and clear “understanding of the [toy] category.”
“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,” NBC News said.
Reports said from a supply-chain standpoint, Target is seen as one of the best in the business, thanks to recent investments.
Target also offers online purchasers free curbside pickup at 1,500 stores and free in-store pickup at all 1,850 U.S. Target shops.
NCB News reports that following the Toys R Us bankruptcy, the company’s lenders acquired the rights to the Toys R Us brand name and the iconic Geoffrey the Giraffe mascot.
Tru Kids, which is managing those brands now on behalf of the toy retailer’s lenders, has been trying to stage a comeback that reimagines how retailers might best take advantage of the Toys R Us legacy, NBC said.
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