Target Partners with Toys R Us to Power Its Ecommerce Site

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Target announced it is joining forces with Tru Kids, the parent company of the Toys R Us brand, to help Toys R Us power its ecommerce site. Toys R Us recently relaunched the site with new videos and articles on the latest toy trends and brands, as well as in-depth product reviews and customizable toy lists that tie into for list purchases.

Those shopping on the Toys R Us website can participate in the Target Circle loyalty program and receive 5% off every purchase with the Target RedCard. Customers will also be able to take advantage of Target’s shipping options including same-day pickup and delivery with free two-day shipping, same-day curbside or store order pickup, or same-day delivery with Shipt.

CNBC reported that Tru Kids CEO Richard Barry, who worked previously as chief merchandising officer for Toys R Us, said Target was ultimately tapped to power the website because of its already impressive toy business, 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 told CNBC. “What inspired me about Target was their investment in the category.”

Barry said the new site will go beyond just making purchases. The company hopes it will become a resource for parents looking for the latest toys to buy along with being an educational tool for kids.

“We have completely reimagined the website to a site which is immersive and heavily content oriented,” said Barry. “One of the things we have been working on with initial launch is to make the site very relevant for consumers this holiday season with a big focus on the products we think will be magic this year.”

Toys R Us will open its own experiential retail stores in Houston, Texas and Paramus, N.J. this fall.

Target also announced it is partnering with Disney to create a shop-in-a-shop in 25 of its stores nationwide and online, Customers can now shop from a Disney assortment of more than 450 items, including 100 products previously available only from Disney store locations.


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