Toys"R"Us Shuts Down its Websites

Toys"R"Us has shut down its e-commerce websites for Toys"R"Us and Babies"R"Us as it continues the rapid liquidation of its U.S. operations after a failed bankruptcy restructuring. The Toys"R"Us and Babies"R"Us websites were turned off at 5 p.m. Thursday. Visitors to the sites are now being directed to a web page, goodbuytoysrus.com, which has information about the liquidation sales at the retailer's U.S. stores. Visitors to the Wayne, N.J.-based retailer's former e-commerce sites are greeted with a message encouraging them to visit the company's brick-and-mortar stores instead and thanks them "for your business and support over the years."

Total Retail's Take: As Toys"R"Us conducts liquidation sales at its stores across the country, the bankrupt retailer has pulled the plug on its e-commerce sites. It's curious that the retailer would first shut down its e-commerce sites rather than using them as another channel to liquidate its merchandise. Perhaps this is symbolic of a contributing factor to Toys"R"Us’ downfall — an unwillingness to adapt its business for a digital future. Regardless, all inventory will be funneled through Toys"R"Us’ retail stores, as consumers try to secure bargain purchases from the soon-to-be no more toy brand.