Target To Operate Toys ‘R’ Us Online Business

Target is looking to win an even bigger share of holiday season toy sales this year. To do that, the retailer, which last year won a ton of market share in the wake of the Toys ‘R’ Us bankruptcy, said on Tuesday it had landed a deal with Tru Kids Brands to relaunch Toysrus.com in a move that will send toy shoppers its way. The toysrus.com site—launched Tuesday just as the holiday season is starting to appear on the horizon—showcases products with reviews and videos. But Target will supply the e-commerce muscle by re-directing shoppers to its own site via a “buy now at Target.com” button to complete the purchase there. The items are all part of Target’s inventory and the chain will handle fulfillment and delivery. Read more at Fortune.