Every child and child-at-heart's beloved toy company, Toys "R" Us, has a massive comeback with its fully-functional website, complete with a new branding strategy and improved content for its followers.
The company's official website includes the current top trending toys as well as some reviews for those who want to know how a toy looks and works first before buying it. They also have a section for DIY activities that kids and their parents can enjoy together as well as a "Hot & New" section for new and upcoming toys.
However, the takeout process is somewhat surprising as this is where Target comes in.
Toys "R" Us has partnered with Target for the website, so if you want to check out some toys, you have to go through Target's online checkout. Once they select "Buy," they will instantly be redirected to Target's website to complete the transaction.
Target has announced on Tuesday that they will be partnering with the parent company of Toys "R" Us, TRU Kids, to relaunch the toy company's website.
Explore the ultimate online toy experience at https://t.co/uGZMjODwAV featuring hot toy reviews, the latest trends and unique content for kids of all ages! To power your shopping experience we've partnered with @Target so you can check out with confidence and ease. pic.twitter.com/EdSp8iSGkz — ToysRUs (@ToysRUs) October 8, 2019
According to ComicBook, it is still unsure whether this is a temporary partnership, and Toys "R" Us will have their online checkout soon enough, or if it's a long-term relationship with Target.
It is also unclear how much TRU Kids is getting from the sales versus that of Target as both companies have declined to comment.
But it seems like Target was not the only choice.
The CEO of TRU Kids and former chief merchandising officer at Toys "R" Us, Richard Barry, said that they have spoken to a few other companies to help power their website, but they chose to work with Target instead because of the latter's "understanding of the [toy] category."
Barry also said that the new website wouldn't solely be for purchases. He claimed it would also be a resource for adults who are looking for the latest toys to buy their kids, as well as an educational site for the children.
In CEO Barry's words, the website was reimagined to become "immersive and heavily content-oriented."
Besides the launch of their website, Toys "R" Us is going to complete their comeback by hopefully opening two new physical stores in Paramus, New Jersey, and Houston, Texas, although there are no confirmed or tentative dates as to when this will happen.
Toys "R" Us is a big brand with physical shops located worldwide. In 2017, the company had over 60,000 full- and part-time employees working for them in their shops around the world.
Unfortunate news shocked its fans around the world in 2017 when the brand filed for bankruptcy and had to close almost all of its 800 stores in the summer of 2018. The brand even had planned to auction its intellectual properties such as its website, the brand name, aong with its beloved mascot, Geoffrey the Giraffe.
But, a few months later, the company has decided to hold on to its intellectual property. Today, it has come back in a reimagined way and just in time for the holiday season.