Toys ‘R’ Us Teams with Amazon for E-Commerce

The reborn toy retailer is partnering with the e-commerce giant once again for online shopping options.
License Global

August 24, 2020


Resurrected toy brand Toys ‘R’ Us is teaming with Amazon for e-commerce after ending a partnership with Target, according to

Toy Book,

Toys featured on the Toys ‘R’ Us website now have a click-to-buy link to Amazon through the Amazon Associates program. It is unclear whether the current e-commerce deal between the two is a temporary fix or a more permanent solution for the toy company.

“By using the Amazon Associates’ links, Toys ‘R’ Us – in a digital sense – isn’t functioning as a retailer, but rather as a publisher,” says James Zahn, senior editor, Toy Book, in an interview with


. “If the company is able to scale itself again following the pandemic, they will need a distribution and fulfillment infrastructure, a role that Target was said to be performing.”

The original partnership with Target came to an end in late July, just nine months after the two signed the initial deal. As part of that partnership, experimental Toys ‘R’ Us stores were

promoted by Target

in New Jersey and Texas

last fall.

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