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Target Powers New Toys ‘R’ Us Digital Shopping Experience
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I don’t wanna grow up, I’m a
Toys ‘R’ Us Target kid.
America’s favorite retail chain is taking over the now-defunct Toys ‘R’ Us property.
Relaunched this week, ToysRUs.com features all the latest in trending trinkets, new knick-knacks, and creative curios.
But instead of stocking up on stocking stuffers from the flagship site, customers are directed to “buy now” at Target.com.
“Target’s leadership in toys, digital, and fulfillment are an unbeatable platform for Toys ‘R’ Us to reconnect with their fans,” senior vice president of Target merchandising Nikhil Nayar said, in what I imagine was part of the company’s original pitch.
“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,” Nayar added.
Customers can take advantage of certain Target conveniences, including same-day pick-up and delivery options, free two-day shipping, loyalty benefits, in-store returns, and a REDcard discount.
The bullseye brand will also power online sales in new Toys ‘R’ Us experiential retail stores, launching later this year at The Galleria in Houston, Texas, and Westfield Garden State Plaza in Paramus, N.J.
Tru Kids and b8ta will reimagine Toys ‘R’ Us stores this holiday season (via Tru Kids Brands/b8ta)
Parent company Tru Kids recently teamed with software-powered retailer b8ta to launch curated browsing for children.
“Our U.S. strategy is to bring back the Toys ‘R’ Us brand in a modern way through a strong experiential and content-rich omni channel concept,” according to Richard Barry, CEO of Tru Kids.
“The foundation of that strategy,” he continued, “requires the help of a retail industry leader and Target is the ideal retailer to support a new Toys ‘R’ Us shopping experience.”
Aimed at the next generation of ADHD-riddled kids, the playground-esque environments are centered around product discovery and engagement. Highly interactive, each store will feature fresh activities and events each day.
Test toys before making a purchase. Embrace education with STEAM projects. Or just pal around with Geoffrey the Giraffe.
Additional U.S. locations will pop up through 2020, though no formal plans have been announced.
After 70 years of bringing joy to children across the globe, Toys ‘R’ Us in 2017 filed for bankruptcy, and in March 2019 announced that its U.S. operations were going out of business.
Nationwide stores closed last June.
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