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Target wants to save Toys R Us, at least online

Toys R Us filed for bankruptcy and closed all its stores, but its brand will be revived with help from Target.


The Toys R Us brand will get new life courtesy of Target. 

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Target is helping bring the defunct Toys R Us brand back to life, according to a Tuesday press release. will relaunch with videos and articles on toy trends and reviews, directing customers to 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, 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." 

Toys R Us filed for bankruptcy in 2017 and said last year that it would close all its US and UK stores

Originally published Oct. 9 at 2:45 p.m. Updated at 4:33 p.m.: Added additional information about the Toys R Us stores.