Daily Insights

Targeted Toys

By: Mackenzie Baker | Oct 14, 2019

Target is reviving the Toys R Us website two years after filing for bankruptcy. This new addition to the Target digital portfolio will give the big box store a huge boost in toy sales ahead of the holiday shopping season. 

The relaunch of the Toys R Us website is being done with help from parent company TRU Kids. This revival comes at a time when Toys R Us is also trying to re-open a few stores around the United States. Target already boasts an impressive toy sector and recently signed a deal with Disney to open stores selling its toys and products within existing Targets. Unlike with Disney, Target’s new deal with take place all online, where shoppers on the Toys R Us website will be redirected to Target to complete their toy purchases. Target is a leader in big-box e-commerce, according to a Gartner L2 report on the topic, and expanding its toy sector allows more progression in the industry. 

While holiday toy sales suffered last year as a result of the Toys R Us bankruptcy, they are already on the rise for this year, and expected to surge with the relaunch of the website. The Toys R Us website will feature a new interface, where parents can go on to read about the most popular toys, and children can log on to play games and watch videos. Another added benefit for parents shopping on the website is that they can shop for Target products at the same time and purchase them all in one checkout. 

Many thought when Toys R Us filed for bankruptcy in 2017 that it was truly the end of an era, but thanks to Target, the beloved toy brand is back once again.