Toysrus.com moves to balance seasonal business

In addition, Toysrus.com, a division of Peramus, New Jersey-based Toys R Us, will acquire the inventory of its former rival, Red Rocket, owned by New York-based Viacom, which also owns Nickelodeon. Red Rocket shut its virtual doors in May. Terms of the deal weren't disclosed, according to a statement issued by the companies.

John Barbour, CEO of Toysrus.com, said his company decided to team up with Nickelodeon in part because of its loyal audience - Web-savvy children.

"Nickelodeon is one of the world's most recognised entertainment brands," Barbour said. "This new content will provide a fun and rich experience for our customers and help drive millions of visitors back and forth between our websites."

Starting this fall, Toysrus.com will offer a Nickelodeon boutique channel on its website. The channel will feature a variety of toys, video games and CD-ROMs based on Nickelodeon programs such as Rugrats, Blues Clues and Wild Thornberrys, the companies said. The boutique will link to the Nick.com site, which attracts more than 500,000 visitors per month.

Today's announcement comes as other online toy retailers close up shop or lay off employees - victims of a very crowed, very competitive market.

Since May, at least two pure-play Web-based toy stores, Walt Disney-owned Toysmart.com and ToyTime.com, have shut down. KBkids.com in Denver, meanwhile, said it laid off 45 employees and fired CEO Srikant Srinivasan.

Toysrus.com, however, announced last week that it was doubling its staff to 600 and bolstering its online presence with new East and West Coast offices.

Alan Alper, an analyst with Gomez Advisors, said the deal is a way for Nickelodeon to distance itself from the bad experience it had with e-commerce - the failed Red Rocket toy site - in the past. He said it's also a way for Toysrus.com to bring more business to its website as a means of balancing itsseasonal business.

"However, it still hasn't been proven that these links between offline and online properties work," Alper said. "Just look at the Disney-owned Toysmart.com and the Nickelodeon-owned Red Rocket. It's just a paper tiger until they figure out how to make it work."

David Cooperstein, an analyst with Forrester Research, said the move by Toysrus.com is a way to link itself with a valuable source of content in order to drive more traffic to its site.

"For Nickelodeon, maybe there will be some kickbacks or payment when its products are purchased," he said.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?