July 16, 2009, 12:00 AM

Toys ‘R’ Us relaunches Toys.com as a hub to promote deals

Toys ‘R’ Us has relaunched the domain Toys.com as a place where shoppers can find out about deals available on four e-commerce sites the retailer owns. Toys.com features discounts, product information and news, but doesn’t handle sales transactions.

Paul Demery

Managing Editor, B2B E-commerce

Toys ‘R’ Us Inc. has relaunched the web domain Toys.com as a place where consumers can find out about deals available on the retailer’s e-commerce sites Toyrsus.com, Babiesrus.com, eToys.com and babyuniverse.com and in Toys ‘R’ Us and Babies ‘R’ Us stores. Toys.com features information on sales and discounts at the four e-commerce sites, but customers must click through to the individual web stores to complete a purchase.

Toys.com, formerly a comparison shopping site for toys, will preview many deals before they are available on the e-commerce sites themselves, the retailer says. The relaunched site also features a deal of the day-a discounted item from one of the e-commerce sites. Toys.com also highlights news about toys and baby products and features customer comments and product information.

Toys ‘R’ Us, No. 39 in the Internet Retailer Top 500 Guide purchased the Toys.com domain in March for $5.1 million. Until now, the domain linked to ToysRUs.com.

Toys.com plays an important role in expanding the online presence of Toys ‘R’ Us because “toys” is a search term frequently used by the retailer’s customer base, the company says, adding that the domain gives Toys ‘R’ Us “strength in the online search market for toy and baby products.” Offering the site as a deal and information hub is an effort by the retailer to redirect shoppers to the company’s family of e-commerce sites.

Toys ‘R’ Us operates the retail sites Toysrus.com, Babiesrus.com, eToys.com, babyuniverse.com, ePregnancy.com and FAO.com. Toys ‘R’ Us bought FAO Schwarz in May for an undisclosed price. Earlier this year, Toys ‘R’ Us purchased the e-commerce properties of The Parent Company after it filed for bankruptcy in late December. Those properties included eToys.com, babyuniverse.com and ePregnancy.com. The Parent Company had initially launched Toys.com last fall as a vertical market comparison shopping site.

Web sales for Toys ‘R’ Us totaled $500 million in 2008 according to Internet Retailer estimates.

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