Toys “R” Us Australia has announced the launch of an online brand destination with ecommerce capabilities focused on hard-to-stock outdoor products in time for the summer sales rush.

The US-based toy retailer has drafted digital marketing agency Citrus to create a sales channel, market more effectively off the site and open up its products to a new market space not currently reached by its bricks-and-mortar stores.

Targeting mums with kids aged 4 to 12, the majority of which live within 15 kilometres of a store, Toys “R” Us indicated it aims to expand its customer base and capitalise on the growing number of Australians shopping online.

Around 6.7 million, or 38% of Australians bought a product or service online in the last 12 months, according to a recent Roy Morgan report.

“The digital solution fulfils a key business need to free up in-store floor space and provides a richer shopping experience for big outdoor products that can’t be displayed in-store. While Toys “R” Us has previously focused heavily on catalogue marketing, its investment in digital has the potential to build relationships between the brand and an untapped market,” Citrus CEO Peter Noble said.

The first phase of the site will focus on the sale of about 100 outdoor product lines in high demand over the summer months such as pools, slides, and bikes.

The site also features an online catalogue, gift cards and the VIP program. The digital push will also be supported by promotions in printed catalogues.