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.”
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.