Target (NYSE: TGT) announced on Tuesday that it’s partnering with the parent company of the Toys R Us brand, TRU Kids, to help it re-launch ToysRUs.com.
The deal enables Toys R Us once again to have an online presence, post bankruptcy, as it simultaneously begins to open Toys R Us stores in the U.S. again. And it could also be a huge boost to Target’s already-strong toy business ahead of this holiday season.
Starting Tuesday, shoppers who visit ToysRUs.com to buy the latest L.O.L. Surprise! dolls or Hot Wheels cars will be redirected to Target.com, to complete the purchase, once they select "buy."
The companies declined to comment on how much of each sale goes to Target versus TRU Kids.
TRU Kids hopes ToysRUs.com will become a resource for parents looking for the latest toys to buy, and an educational tool for kids. It will have videos, top toy lists and product reviews, for example.
For Target, the deal builds on its investments in the toy aisles for more than a year.
Ahead of last holiday season, Target added a quarter-million square feet of space permanently dedicated to toys across more than 500 stores.
About 100 stores received a fuller remodeling in the toy aisles. When it reported 2018 holiday results, Target said same-store sales were up 5.7%, with the toy category being one of its strongest.
At the end of August, it announced a deal with Disney (NYSE:DIS) to open Disney stores within its own stores, exclusively selling toys, apparel and accessories. In all, 25 of those shop-in-shops opened Friday and dozens are planned for the next year.
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