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Target is reviving the Toys 'R' Us brand online; today is World Mental Health Day

Today is Thursday, Oct. 10, 2019. Here’s what you need to know:

Your favorite childhood toy store may not be dead yet: Target revived Toys “R” Us online Tuesday. 

The iconic retailer closed its doors last year, but a new deal between Target and Toys “R” Us parent company Tru Kids Brands has brought the toy store new life. Shoppers can use the Toys “R” Us website to buy gifts, and their purchases will be completed through target. 

"Our US strategy is to bring back the Toys "R" Us brand in a modern way," Richard Barry, the CEO of Tru Kids, said in a statement to CNN.

A spokesperson for Tru Kids told CNN that two new Toys “R” Us stores will open in New Jersey and Texas this year. Tru Kids hopes to open ten new stores in the U.S. by the end of 2020.

According to USA Today, however, Tru Kids might be making a mistake in letting Target, a longtime rival of Toys “R” Us, control the brand.

"If Tru Brands was truly trying to rebuild a sustainable toys business, they would never want to outsource their e-commerce to a third party and certainly not to a rival," Jason Goldberg, chief commerce strategy officer of Publicis Communications, told USA Today.

Regardless, holiday shoppers will be able to return to a longtime favorite brand for toys this season. 

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