Toys R Us' new website directs customers to buy from Target

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(TEGNA) – The parent company of Toys R Us is turning to a rival to restart its e-commerce business ahead of the holiday shopping season.

Tru Kids Brands is teaming up with discounter Target Corp. to relaunch Toysrus.com, according to a joint release.

The site, which launched Tuesday, features product reviews and directs browsers to a buy button at Target.com to complete the purchase.

The move comes as the first of two new Toys R Us stores — one in Houston, the other in Paramus, New Jersey — will open in November as part of a small comeback of the defunct iconic toy chain in the U.S.

Target.com will also power online sales in the new Toys R Us experiential retail stores.

Outside the U.S., Toys R Us continues to operate about 800 stores.

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