Toys “R” Us is Back Online — But You’re Really Buying From Target

Toys “R” Us is coming back — in spirit. The toy retailer, which shuttered last year after filing for bankruptcy in 2017, has reopened via its website. But when customers are ready to check out, they’ll be redirected to what was once a competitor’s store: Target.com, Business Insider reports. Target is helping the retailer maintain its brand — even though it’s essentially defunct. The retailer’s parent company, Tru Kids Brands, acquired the toy chain’s remaining assets, and struck the deal with Target to fulfill orders. As part of the deal, customers can still use the product reviews of Toys “R” Us and get its site’s help choosing the right toy. For those who still miss the experience of picking out the latest Lego set in a brick-and-mortar store, later this fall, Toys ‘R’ Us will open two “experiential” stores in Houston, Texas, and Paramus, NJ. Those, too, will be run by Target, and if toys aren’t in the store, customers will be directed to order online at Target.com. More here.

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