Milwaukee Journal Sentinel

RETAIL: Toys R Us parent teams with Target for e-commerce


The parent company of Toys R Us is turning to a key rival to restart its ecommerce business ahead of the holiday shopping season. Tru Kids Brands is teaming up with retailer Target Corp. to relaunch, according to a joint release. The site, which launched Tuesday, features product reviews and videos and directs browsers to a buy button at to complete the purchase. Both Target and Tru Kids declined to share details of the financial terms. But while analysts say the move is a big win for Target’s toy business, they question why Toys R Us’ parent company would decide to outsource ecommerce to a third party.

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