NEW JERSEY - 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 moves come as the first 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.