Toys “R” Us is headed back to Australia.
Tru Kids Brands, the New Jersey-based parent company of Toys “R” Us, Babies “R” Us, Geoffrey the Giraffe, and more than 20 in-house consumer toy and baby brands, entered into a licensing agreement with Hobby Warehouse to operate Toys “R” Us and Babies “R” Us in Australia and New Zealand. The brands will relaunch on June 12, with a countdown clock ticking down on the official Toys “R” Us Australia website, and a teaser commercial announcing the comeback released this evening.
Under the new license agreement, Hobby Warehouse will place an immediate focus on e-commerce, offering toys and baby products at competitive prices. Same-day delivery is planned for metropolitan Melbourne, with similar options in the works for other cities in Australia and New Zealand.
Hobby Warehouse plans to launch physical Toys “R” Us and Babies “R” Us “experience centers” next year.
“We are delighted to bring the much-loved brands of Toys “R” Us and Babies “R” Us back to Australia and to introduce them to New Zealand,” says Hobby Warehouse CEO, Louis Mittoni. “We believe play is extremely important in the development and well-being of children and in their interaction with family and friends. Play enables children to develop their imagination, collaborate, problem solve, explore, create or simply express themselves spontaneously.”
“Our mission is to encourage children to engage with as many forms of play as we possibly can. Hobby Warehouse is a digital native with a keen understanding of how to accelerate and match the requirements of the modern shopper,” Mittoni adds.
“Louis Mittoni and his team have a strong digital vision and understand both the heritage of our iconic brands and how to evolve the shopping experience for the modern consumer. This is an exciting milestone for our company as we continue to grow Toys “R” Us and Babies “R” Us around the world,” comments Tru Kids EVP of global licensing & general counsel, James Young.
More information on Tru Kids’ plans for a Toys “R” Us relaunch in the U.S. is expected to emerge shortly.
