MINNEAPOLIS  — Consumers who shop at the new ToysRUs.com web site that launched on Tuesday will actually be buying from Target Corp.

Tru Kids Brands, the new owner of the Toys”R”Us brand, is relying on Target’s toy assortment, digital capabilities and fulfillment services to support its new online Toys”R”Us shopping venue.

“Target’s leadership in toys, digital and fulfillment are an unbeatable platform for Toys”R”Us to reconnect with their fans while we introduce them to the ease and convenience of shopping at Target,” said Nikhil Nayar, senior vice president of merchandising at Target. “By applying our capabilities in a new way with Toys”R”Us, we can serve even more toy shoppers, drive new growth, and build on our toy leadership.”

The new ToysRUs.com web site has videos and articles on the latest trends and hottest toy brands, as well as in-depth product reviews, hot toy lists and brand experiences, according to Tru Kids Brands. When consumers find toys they want, they can simply click “Buy Now at Target.com” to be automatically linked to a product page on Target’s e-commerce site where they can complete their purchase.

Target.com will also power online sales at the new Toys”R”Us retail stores that are due to open later this fall in Houston, and Paramus, N.J. These “experiential” stores will be designed to offer a fun way for kids and their families to discover new products in person. If any of those shoppers are inspired to buy a toy that is not available in-store, a sales associate will help them place online orders that will be fulfilled through Target.com.

Toys”R”Us online shoppers will get the same benefits as those visiting Target.com, including free two-day shipping, same-day curbside or store order pickup, same-day delivery with Shipt, Target Circle loyalty benefits, easy in-store returns and 5% off when using a Target REDcard. They can also take advantage of Target’s same-day pick- up and delivery options.