After folding last year, Toys 'R' Us has been given new life in the form of a new website that is ... erm ... basically one giant link to Target.com.
The newly relaunched website, ToysRUs.com, is a consumer website that reviews toys and publishes "trending" lists, with every article containing links to buy said toys at Target.
Target says its "toy assortment, digital capabilities and fulfillment services" will support the new site, having teamed up with Toys 'R' Us' now owner, Tru Kids Brands.
So it's like when independent consumer websites write reviews that contains affiliate links to major retailers, with the website then earning a commission if the reader buys one of the products. The major difference in this instance is that Target is the only retailer listed on ToysRUs.com and all the links funnel users through to Target.com.
ToysRUs.com promises "content-rich videos and articles on the latest trends and hottest toy brands, in-depth product reviews, hot toy lists and brand experiences to help consumers find the perfect toys and gifts."
Target has capitalized hugely on the demise of Toys 'R' Us with a major expansion and investment in its toys department and has been reaping the financial rewards.
As well as the online partnership, Target is also powering the online sales behind two new Toys 'R' Us "experiential" bricks-and-mortar stores in Texas and New Jersey, which will give children the chance to play with toys out of the box before they buy.
It comes as Target is gearing up for its busiest season of the year, having already looked to boost its desirability with consumers by launching a new customer loyalty program, Target Circle, that is available to all shoppers and not just those with REDcards.
It also launched Disney stores within 25 of its Target stores this past week, including in Maple Grove, Minnesota.
“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 vice president 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."