Publish date:

The relaunched Toys 'R' Us website is basically a giant advert for Target

Target is all over the new website.
Screen Shot 2019-10-08 at 11.50.16 AM

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

The newly relaunched website,, 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 and all the links funnel users through to 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."

"Consumers browsing toys on can click “Buy Now at” to be automatically linked to the same product page on to complete their purchase."

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.

Follow BMTN on LinkedIn

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."

Next Up

mickey moore driver's license shared

Beleaguered Ward 9 city council candidate loses Strib endorsement

Mickey Moore has faced questions in recent days about where he actually lives.

CDC biohazard scientist health work

New clue may explain how rare tropical disease sickened Minnesotan

The disease, known as melioidosis, killed 2 people earlier this year.

Sen Mark Koran crop

MN lawmaker encourages donations for locals charged in Jan. 6 insurrection

"They are a good family!" Sen. Mark Koran wrote Friday.


Money Gal Coaching: Mastering the spiritual parts of money

Kelly Blodgett used her passion behind becoming debt free to launch Money Gal Coaching.

University of minnesota sign

U of M will now require proof that employees have been vaccinated for COVID

Previously, only students were required to be vaccinated.

Jim Hagedorn

Report reveals details about ethics investigation into Rep. Hagedorn

The congressman described the report's findings as "unfounded conclusions."


SkyWest cancels hundreds of flights due to server error

More than 80 have been canceled at MSP Airport.


First elk in more than 100 years spotted in parts of southern WI

The elk population was reintroduced to Wisconsin in recent decades.

grand marais

10 beautiful Minnesota cities to visit for outdoor adventures

These places are perfect for a day trip or a weekend getaway.


Could Toys 'R' Us be about to close more stores?

Bloomberg reports the beleaguered retailer is considering at least 100 closures.

Report: 200 more Toys 'R' Us stores could close

That's on top of the 180 already closing.

Expect to find more toys at Target this holiday season

The Bullseye is expanding its toy department at hundreds of stores.


Target launches new line of eco-friendly household cleaning products

They'll mostly be cheaper to buy than name brand products.

Members of Target's new loyalty program shop more often, spend more

Target is reaping the benefits since launching Target Circle.

Screen Shot 2020-10-29 at 6.52.02 AM

Target reveals its first Black Friday deals; month-long discounts planned

The retailer is staggering its sales to make it easier to shoppers to plan amid COVID-19.