Toys R Us filed for bankruptcy and closed all its stores, but its brand will be revived with help from Target.
Alison DeNisco RayomeManaging Editor
Managing Editor Alison DeNisco Rayome joined CNET in 2019, and is a member of the Home team. She is a co-lead of the CNET Tips and We Do the Math series, and manages the Home Tips series, testing out new hacks for cooking, cleaning and tinkering with all of the gadgets and appliances in your house. Alison was previously an editor at TechRepublic.
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is helping bring the defunct
R Us brand back to life, according to a Tuesday press release. ToysRUs.com will relaunch with videos and articles on toy trends and reviews, directing customers to Target.com to make toy purchases, Target said.
Tru Kids Brand, the parent company of Toys R Us, said in July that it would partner with tech startup b8ta to return the toy stores to US malls before the holiday season. The stores, to open in Houston, Texas, and Paramus, New Jersey, will be "experiential," allowing kids and parents to see new toys showcased in an immersive, smaller-format space. Customers will be able to purchase some of the products that are featured in the stores. For others, sales associates will direct them to ToysRUs.com, to have orders fulfilled by Target.
"Our US strategy is to bring back the Toys R Us brand in a modern way through a strong experiential and content-rich omnichannel concept," Richard Barry, CEO of Tru Kids, said in the release. "The foundation of that strategy requires the help of a retail industry leader, and Target is the ideal retailer to support a new Toys R Us shopping experience, which is designed to provide families with endless ways to discover, play and enjoy toys."