Toys 'R' Us Debuts New Website Powered by Target

Toys 'R' Us filed for bankruptcy in September 2017.

toys r us

Image via Getty/Leon Neal

toys r us

Toys ‘R’ Us is slowly making its comeback.

The store’s website is now live, though with one main difference: is powered by Target, as Engadget reports. When you go to buy your items, it redirects you to Target’s website to finalize your checkout.

Richard Barry, CEO of Toys ‘R’ Us parent Tru Kids, told CNBC his company has joined forces with Target due to its robust supply chain—it offers same-day delivery across the U.S.—and has a solid toy business. The new website offers more than just buying toys. It also has toy reviews and guides with gift suggestions, videos, and printable activities. 

The partnership will allow the toy brand to focus on rebuilding its retail business, while Target can manage online orders. After filing for bankruptcy in September 2017, Toys ‘R’ Us rebounded in January '19 and began reopening stores in the U.S. this summer. It had previously closed all of its U.S. and U.K. locations last year.

In February, Barry was beginning to figure out ways to open up free-standing stores in addition to stores within already existing shops. He had also said that e-commerce will be a major factor in the company's re-birth. CBS News reported in February that the company was looking to open 70 stores in Asia and Europe. At that moment, Toys 'R' Us still operated around 800 stores outside of the states.

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