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Amazon and Toys R Us have partnered to revive the online toy business before the holiday season.
Toys R Us parent company, Tru Kids, will work with Amazon and experimental retailer b8ta to revitalize the Retail Dive toy e-commerce industry.
Customers will be able to browse and product on the Toys R Us website, which will redirect them to the product page on Amazon, where they can complete their purchase. The announcement comes amid the end of a similar joint venture between Tru Kids and Target.
The partnership is a strategic resolution for any of the corporations to achieve their respective e-commerce goals in the upcoming holiday season. Retailers have long been working to capture toy sales (for example, Walmart has introduced an interactive virtual toy for children in 2019) and those efforts are even more vital now, as online sales of toys and recreation are expected to increase. up to 21% year-on-year. as more and more consumers shop online in the middle of the pandemic.
The partnership can help Amazon expand its offerings in the toy category, which in turn will help inspire holiday spending this year. In addition, Toys R Us has the opportunity to rebuild your brand’s visibility into Amazon’s recognizable market, especially the peak holiday season, which in the end can help you reopen physical outlets in the future.
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