One of the biggest questions regarding the U.S. relaunch of Toys “R” Us has been answered: fulfillment.

Target Corp. and Tru Kids Brands (Tru Kids) have revealed that Target’s toy assortment, digital capabilities and fulfillment services will support the new Toys “R” Us shopping experiences in the U.S. both online and in-store. has relaunched with information on some of this season’s hottest toy trends and brands. Consumers browsing the site can click “Buy Now at” to be linked to the same product page at Target to complete their purchase.

“Our U.S. strategy is to bring back the Toys “R” Us brand in a modern way through a strong experiential and content-rich omnichannel concept,” says Richard Barry, CEO of Tru Kids. “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. Target will help us deliver on that experience with its toy assortment, digital strength and ability to deliver orders to shoppers in a matter of hours.”

Additionally, Target will power online sales at the two new Toys “R” Us experiential retail stores that will launch next month in Houston, Texas, and Paramus, New Jersey.

Toys will be showcased out of the box at the new stores to encourage in-person product discovery. Store associates will assist customers in purchasing items not available in store, with orders fulfilled through

“Target’s leadership in toys, digital and fulfillment are an unbeatable platform for Toys “R” Us to reconnect with their fans while we introduce them to the ease and convenience of shopping at Target,” says Nikhil Nayar, SVP of merchandising, Target. “By applying our capabilities in a new way with Toys “R” Us, we can serve even more toy shoppers, drive new growth, and build on our toy leadership.”

Toys “R” Us shoppers will benefit from Target shopping perks including free two-day shipping, same-day curbside or store order pickup, same-day delivery with Shipt, Target Circle loyalty benefits, easy in-store returns and 5% off when using a Target REDcard.

Target’s same-day pick-up and delivery options allow many purchases to be available for pickup or delivery to most U.S. households in as soon as one hour.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.