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

Target is all over the new website.
Publish date:
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

Leah Ottman, aka LOTT

Acclaimed Minneapolis violinist and singer Leah Ottman dies at 33

She also performed as LOTT, the name of her solo project.

Target gift card

Holiday shopping? Target gift cards are discounted this weekend

You have to be a Target Circle member, but that's free to join.

vote, vote now

MN Supreme Court dismisses attempt to block election certification

Another legal defeat for Republicans challenging the election.

prison, Rush City cell block

Another Minnesota prison inmate dies after COVID-19 diagnosis

The virus has killed at least six Minnesota inmates.

leech lake band of ojibwe sign

11,760 acres of land wrongly taken from Leech Lake Band of Ojibwe will be returned

The Senate and now the House have passed a bill that effectively returns the land. It's now headed for the president's signature.

Karl-Anthony Towns

Timberwolves release first half of 2020-21 regular season schedule

The second half of the schedule will be announced at a later date.

reindeer como zoo

Watch live: Como Zoo's live reindeer cam is back for December

The live feed will run 24/7 allowing you to keep an eye on Santa's antlered helpers.


Three simple ways to boost your immune health heading into winter

Eating right is one thing, but there are other ways to stay healthy as the days shorten.


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.