According to the latest tech news, Toys “R” Us is again back online, all thanks to a new agreement with Target. Tru Kids, the parent company that obtained the old-fashioned toy chain following its bankruptcy. Scroll down to learn more about this marketing news.

The website relaunch

It has declared the relaunch of the website as it looks forward to opening its retail stores all over the U.S. As a part of its recovery strategy, the Toys “R” Us website’s product pages will redirect to when consumers click on the “buy” button.

The retailers did not discuss the terms of the deal, but a revenue-sharing agreement is undoubtedly involved in a scenario like this.

Given the shared benefits, Toys “R” Us would be able to instantly secure cash flow from the current top-ranked, well-established domain name Also, Target could get an influx of new sales from shoppers who visited, unaware of the toy chain’s bankruptcy and relaunch.

What’s new about the website

The new website features reports and videos about the latest toy trends and hot brands. Plus, in-depth product reviews, hot toy catalogs, and other brand experiences. These things are available on the Toys “R” Us website itself. 

When a customer is set to make a purchase, they will be transferred over to Target for checkout. The site’s “Buy” button is also labeled, so there is no confusion at checkout.

How is it different for the consumers?

Target shoppers transferred to Toys “R” Us get equal benefits they would get if shopping directly. This means, they can assign orders for delivery, order pickup, and can receive loyalty points with Target Circle.

Toys “R” Us goes online with loyalty points from Target Circle | iTMunch

The plan ahead

The current partnership between retailers is not only focused on redirecting consumers’ standard e-commerce product sales.

Target mentioned it would also fulfill online sales when Toys “R” Us opens its first experiential retail stores following this fall in Houston, Texas, and Paramus, N.J. This deal with Toys “R” Us is not the only important toy-related partnership Target has executed in recent weeks. 

At the end of August, the retailer published an agreement with Disney that marks its opening of a mini Disney store within its retail stores. This is where shoppers can buy toys, apparel, collectibles, home items, and more. Nearly twenty-five Disney “shop-in-shops” are accessible now, and loads more are projected for 2020.

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