Toys R Us relaunches online – but purchases redirect to Target

Target will fulfil all orders on TRU’s new content-centric site and will play a further role in the toy store’s return to bricks and mortar

Written by Rhys Thomas

Posted 09.10.2019 | Retail

Toys R Us relaunches online – but purchases redirect to Target thumbnail

Toys R Us has relaunched its website ahead of its return to bricks and mortar retail later this year, but shoppers who place an order will be redirected to target.com.

The famous toy chain has partnered with Target to soft launch its new website, which places an emphasis on product reviews, videos and articles on toy trends, as well as lists of 'hot' new releases over pure product listings and promotions.

When users are ready to place an order, toysrus.com will redirect them to the same product on Target’s website. The US retail giant will fulfil the order and ship the product out to consumers.

The partnership will also extend to Toys R Us’ new experiential stores, which will open in Houston, Texas and Paramus, New Jersey before Christmas. If stock is not available on-site in either of the new shops, in-store staff will help customers place an order that will be fulfilled by target.com.

The new toysrus.com focuses on blogs, videos and content over product listings

Members of Target’s loyalty programme will also be able to take advantage of their perks and discounts while shopping on toysrus.com or placing an order in Toys R Us stores. Orders fulfilled by Target can be picked up at a local store the same day, delivered to homes in two days or couriered to an address in as little as an hour through Target’s Shipt service.

Toysrus.com includes sections dedicated to toys reviews, ‘hot and new’ toy trends, and a monthly list of top toys as chosen by its long-knecked, long-time mascot Geoffrey.

Articles on current trends include ‘the 6 most “gotta have ‘em” collectibles’, ‘it’s slime time! 8 slimy toys we love’ and ‘5 super cute animal pals they will LOVE’. While a series of posts on alternative ways to play with toys on the hot list include ‘NERF target practice’ and ‘snack blind bags’.

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