CNBC reports that Target, which just announced a deal that has it opening mini-Disney stores at a number of its locations, now also is getting into business with the new owners of Toys R Us, who are hoping they can revive the somnolent retail brand.

The deal between Target and TRU Kids "will allow the Toys R Us brand to once again have an online presence, post bankruptcy, as it simultaneously begins to open stores in the U.S. again … Starting Tuesday, shoppers who visit ToysRUs.com to buy the latest L.O.L. Surprise! dolls or Hot Wheels cars will be redirected to Target.com, to complete the purchase, once they select 'buy.' The companies declined to comment on how much of each sale goes to Target versus TRU Kids."

According to the story, "For Target, the deal builds on its investments in the toy aisles for more than a year. Ahead of last holiday season, Target added a quarter-million square feet of space permanently dedicated to toys across more than 500 stores. About 100 stores received a fuller remodeling in the toy aisles. When it reported 2018 holiday results, Target said same-store sales were up 5.7%, with the toy category being one of its strongest."

KC's View: While I like partnerships that make sense, I must admit that I am sort of struggling with this one. It sounds like Target was able to capitalize on Toys R Us's problems and build its own toy sales … but now, having done its level best to help kill off its rival, it now is offering a lifeline to the vanquished company.

Now, maybe it makes sense. Maybe Target has a bigger play in mind, if the holiday partnership works out. But on the face of the initial reports, I'm sort of struggling with why it makes sense.