Marketing
Toys R Us takes shop-in-shop route in UK
June 21, 2023
Toys R Us, in a retail partnership between WHSmith and Toys R Us ANZ Limited, will launch nine WHSmith High Street stores that will feature Toys R Us shop-in-shops to put the iconic toy brand on the U.K. high street.
The shops will be located in York, Oxford, Reading and Cheltenham, according to a press release.
Customers will be welcomed by a life-size Geoffrey the Giraffe 3D sculpture for a family photo opportunity, along with interactive experiences, demonstration tables and iconic visual elements throughout.
"At WHSmith, we're always exploring new opportunities to launch exciting new product ranges to our customers on the high street, and our partnership with Toys R Us certainly does this! The brand has long been known for its exceptional range of toys and games and complements our existing offer well. Across each of the nine locations, we have a great team of colleagues who look forward to welcoming many new and existing customers over the coming weeks and showcasing the new store layout and, not forgetting, Geoffrey the Giraffe," Sean Toal, managing director, WHSmith High Street, said in the release.
The retail partnership follows last year's successful launch of Toys"R"Us UK's digital flagship e-commerce website.
"Our new Toys R Us shop-in-shops at WHSmith create the perfect home for Toys R Us as it returns to the U.K. high street shopping scene. With this collaboration, we are not only bringing back the beloved Toys R Us experience but also providing convenient access to a wide range of toys and games. Together, we hope to create a magical and joyful shopping destination for families across the country," Simon Cartey, U.K. commercial director at Toys R Us, said in the release.
The toy retailer, which is owned by WHP Global, generates more than $2 billion in global retail sales annually through 1,350-plus stores and e-commerce businesses in 31 countries.
