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Toy R Us partners with Amazon for online sales

The current website of Toys R Us was re-launched in October 2019 under its new parent company- Tru Kids brands. With this partnership, Amazon will now support orders placed through the website.

August 27, 2020

Toys R Us has partnered with the e-commerce giant – Amazon to support its online orders and sales. Now, with this amended strategy, the new Toys R Us is seeking to execute on its plan to revive the brand as, in the words of Richard Barry, CEO of Toys R Us parent company, Tru Kids Inc., described it as an “experiential and content-rich omnichannel concept.”

Amazon will now serve as the primary fulfillment partner for orders placed through the Toys R Us website. The website was first re-launched in October 2019 as part of a joint venture with Target. According to a Target spokesperson, the “exclusive agreement” between the retailer and Tru Kids brands – the parent company of Toys R Us- has officially ended and the company declined to share any additional information on the matter.

As the ecommerce company is going to provide the digital capabilities, by supporting the toy retailing company to fulfill the orders as the shoppers will be redirected to the product’s page on Amazon when they click to buy some merchandise on Toys R Us’ website.

As part of a joint venture agreement between Tru Kids and retail tech start-up b8ta, Toys “R” Us had also introduced smaller-format, experiential retail stores in the fall at Simon Property Group’s Galleria mall in Houston and Westfield Garden State Plaza in Paramus, N.J., where customers were invited to view toys out of their boxes before making purchases.

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