Less than a month after returning to Australian shores with a more focused, digital offering, Toys ‘R’ Us has launched on eBay, adding more than 4000 items to the marketplace.

According to Toys ‘R’ Us, the move represents an important facet of its omnichannel approach moving forward. It believes it will benefit from exposure to eBay’s more than 11 million unique monthly visitors.

Toys ‘R’ Us confirmed to Inside Retail New Zealand that while the marketplace is on eBay’s Australian site, it will deliver to customers in New Zealand.

“Toys ‘R’ Us is an icon known and loved by Aussies of all ages, so we’re thrilled to welcome the retailer to eBay as it builds its online offering,” eBay’s senior director B2C of advertising and commercial partnerships Kristian Haigh said.

“This partnership is a natural evolution and we’re proud to help Australian retailers by making it easier for shoppers to access their favourite brands, wherever and however they choose to shop.”

The launch follows an eight-year partnership between eBay and Hobby Warehouse, which is partnering with TRU Kids, the US-based owner of Toys ‘R’ Us, on the toy store’s relaunch in Australia and New Zealand.

Toys ‘R’ Us chairman Kevin Moore noted that some retailers see up to 40 per cent of their total sales volume driven by the combination of marketplaces they partner with.

“Online marketplaces are an important part of all online retailers’ service to shoppers,” Moore said.

“Toys ‘R’ Us will continue to partner closely with eBay on toy sales and promotions, and other relevant marketplaces in the future.”

Moore said the brand will explore and embrace new partnership opportunities as they arise.

“We have been amazed at the positive reactions of the Toys ‘R’ Us digital re-launch… Hobby Warehouse has benefited from toy buyers looking for adult hobby items too.

“We have had over 70 new suppliers contact us to list their range of toy and hobby brands on both sites.”

Last month, the two companies announced a new format of Toys ‘R’ Us ‘experience centres’ will open across Australia and New Zealand in 2020. 

“Our mission is to encourage children to engage with as many forms of play as we possibly can,” Hobby Warehouse chief executive and Toys ‘R’ Us Australia director Louis Mittoni said. 

“Hobby Warehouse is a digital native with a keen understanding of how to accelerate and match the requirements of the modern shopper.”

According to IBISWorld data, the toy and game retailing industry is expected to see a revenue drop of almost 16 per cent over 2019, with the market expecting to generate around $740 million – down from the $880.2 million seen in the prior year.

IBISWorld senior industry analyst Kim Do said the business’ shift away from physical retail and toward a more online-centric offer would make its re-entry to the market smoother.

At this point in time, it is unclear if Babies ‘R’ Us products will feature on eBay.