Amazon partners with Toys R Us in new toy ecommerce deal – Business Insider

Amazon and Toys R Us are partnering to help revive the online toy business before the holiday season.

Toys R Us’ parent company, Tru Kids, will work in conjunction with Amazon and experiential retail firm b8ta to revitalize the toy ecommerce sector, per Retail Dive.

Toy and Hobby retail ecommerce

Amazon and Toys R Us are partnering to help revive the online toy business.

Business Insider Intelligence

Customers will be able to browse and select merchandise on the Toys R Us website, which will redirect to the product’s page on Amazon, where they can complete their purchase. The announcement comes amid the ending of a similar joint venture between Tru Kids and Target.

The partnership is a strategic move for both firms to reach their respective ecommerce goals during the upcoming holiday season. Retailers have long been working to capture toy sales — Walmart launched an interactive digital toy experience for kids in 2019, for example — and those efforts are even more important now, as toy and hobby ecommerce sales are expected to increase 21% year-over-year as more consumers shop online amid the pandemic.

The partnership can help Amazon by broadening its offerings in the toy category, which in turn will help encourage holiday spending this year. Additionally, Toys R Us has an opportunity to rebuild its brand visibility through Amazon’s recognizable marketplace, especially during the busy holiday season, which might ultimately help it reopen physical stores in the future.

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