Toys “R” Us is coming back to the UK | Source: WHP Global/The Toy Book

The growing UK toy market is about to become even more competitive thanks to the return of a familiar giraffe.

Toys “R” Us ANZ Limited and WHP Global — the parent company of Toys “R” Us (TRU) and Babies “R” Us (BRU) — inked a long-term deal that will mark the return of TRU and BRU to the UK market. The companies state that the new licensing agreement covers both physical retail stores and e-commerce and stands as “an acknowledgment of TRU ANZ’s commitment to the brands and successful relaunch in Australia.”

“We selected Toys “R” Us ANZ as our partner to expand into the United Kingdom because of their proven success in launching with us in Australia under the leadership of their CEO, Dr. Louis Mittoni,” says Yehuda Shmidman, WHP Global and Toys “R” Us chairman and CEO. “Toys “R” Us today is a vibrant business with over 900 stores and e-commerce sites across more than 25 countries generating more than $2 billion a year in sales and growing, especially with the new launches underway for both the U.S. and UK markets.”

Related: The October 2021 Issue of the Toy Book is Here!

TRU ANZ is planning to relaunch the brands digitally over the next few months out of its Australian offices. In the meantime, the company is planning to build out a new infrastructure for the UK market throughout 2022 and 2023, including the hiring of local teams and the opening of UK-based offices and logistics facilities.

“My team and I are looking forward to developing technical and commercial relationships with UK-based vendors and partners and to engage with the many loyal Toys“R”Us former customers and fans in the UK,” says Dr. Louis Mittoni, CEO and managing director of Toys “R” Us ANZ.

In the U.S., WHP recently entered into a partnership deal with Macy’s to bring Toys “R” Us back with TRU departments inside 400 Macy’s stores.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.