October 15, 2019

Target will support Toys ‘R’ Us omnichannel fulfillment

Customers making digital purchases from the revamped Toys “R” Us will receive their products courtesy of Target.

Through a partnership with Tru Kids Brands, the new parent company of Toys “R” Us,  Target’s toy assortment, digital capabilities and fulfillment services will support new omnichannel Toys “R” Us shopping experiences in the U.S. Consumers browsing and purchasing items on ToysRUs.com, which relaunches Oct. 8, can complete their order by clicking “Buy Now at Target.com” to be automatically linked to the same product page on Target.com to complete their purchase. The new Toys “R” Us site also features videos, articles, product reviews, “hot toy” lists and brand experiences.

Target.com will also support online sales in new Toys “R” Us experiential retail stores that will launch later this fall in Houston, Texas and Paramus, New Jersey. The stores are designed to showcase new products and enable in-person product discovery. Customers interested in purchasing items not available in store will interact with sales associates who will assist them in completing sales transactions that will be fulfilled through Target.com.

Toys “R” Us omnichannel shoppers will be able to take advantage of Target customer service offerings such as free two-day shipping, same-day curbside or store order pickup, same-day delivery with Shipt, Target Circle loyalty benefits, in-store returns of online purchases, and 5% off when using a Target REDcard.

“Target’s leadership in toys, digital and fulfillment are an unbeatable platform for Toys R’ Us to reconnect with their fans while we introduce them to the ease and convenience of shopping at Target,” said Nikhil Nayar, senior VP of merchandising, Target. “By applying our capabilities in a new way with Toys ‘R’ Us, we can serve even more toy shoppers, drive new growth, and build on our toy leadership.”

“Our U.S. strategy is to bring back the Toys ‘R’ Us brand in a modern way through a strong experiential and content-rich omnichannel concept,” said Richard Barry, CEO of Tru Kids. “The foundation of that strategy requires the help of a retail industry leader and Target is the ideal retailer to support a new Toys ‘R’ Us shopping experience, which is designed to provide families with endless ways to discover, play and enjoy toys. Target will help us deliver on that experience with its toy assortment, digital strength and ability to deliver orders to shoppers in a matter of hours.”