Looks like the rumors of the demise of Toys “R” Us were premature. According to several reports, Toys “R” Us is planning a comeback strategy that includes the opening of several 10,000 square foots stores. The comeback story is being led with the resurrection of its website.

Tapping retail giant Target as a partner, TRU Kids — the parent company of Toys “R” Us the pair are partnering to bring back the online platform which Target will be leading. TRU Kids will be focused on successful execution of the physical stores while, target will be handling all of the online arm of the operation.

Notable Quotes: “We have completely reimagined [the website] … to a site which is immersive and heavily content oriented,” Richard Barry (Toys “R” Us — CEO) explained to CNBC. “One of the things we have been working on with the initial launch is to make the site very relevant for consumers this holiday season … with a big focus on the products we think will be magic this year.”

“Toys has always been an important category for Target. Last year, with TRU not being in the marketplace … we accelerated that business.” Nikhil Nayar, Target’s senior vice president of marketing