Bloomberg News

Target (TGT - Get Report) said Tuesday that it partnered with Tru Kids, the parent of Toys 'R' Us, to help relaunch ToysRUs.com ahead of the important holiday-shopping season.

The ToysRUs.com website relaunched today. Shoppers are redirected to Target.com when they complete purchases.

Toys 'R' Us also said that in the fall it will be opening "experiential" retail stores in Houston and in Paramus, N.J.

"Our U.S. strategy is to bring back the Toys 'R' Us brand in a modern way through a strong experiential and content-rich omnichannel concept," said Richard Barry, chief executive of Tru Kids.

Barry called Target "the ideal retailer to support a new Toys 'R' Us shopping experience."

Target shares were trading up 0.6% to $108.61.