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Toys “R” Us is coming back… Sort of! The toy retailer, which closed last year, has reopened its website. But when customers are ready to check out, they’ll be redirected to what was once a competitor’s store: Target.com. Target is helping the retailer maintain its brand — even though it’s essentially defunct.
For those who still miss the experience of picking out the latest Lego set in a brick-and-mortar store, later this fall, Toys ‘R’ Us will open two “experiential” stores in Houston, Texas, and near my old hometown of Paramus, NJ. Those, too, will be run by Target, and if toys aren’t in the store, customers will be directed to order online at Target.com.