Tru Kids has announced a partnership with Target that will see the retail giant support e-commerce capabilities and fulfillment services for Toys ‘R’ Us shopping experiences in the U.S.

The deal comes as Tru Kids relaunches ToysRUs.com with new videos and content on the latest trends and reviews on toys. As part of the agreement, consumers on the Toys ‘R’ Us website will be able to buy reviewed and covered toys by clicking a "Buy Now at Target.com" link that redirects purchases to the product page on Target’s website.

"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, chief executive officer, 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."

Target.com will also power online sales in new Toys ‘R’ Us experiential retail stores that will launch later this fall. The stores are designed to showcase new products so consumers can experience them in-person. Guests interested in purchasing items not available in the store can request the item purchase be fulfilled through Target.com for home delivery.

"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, senior vice president, 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."

The partnership comes as Tru Kids preps the relaunch of Toys ‘R’ Us brick-and-mortar stores in the U.S. later this year in Texas and New Jersey.