Source: Tru Kids Brands

The Walmart-owned Flipkart Group is bringing Geoffrey the Giraffe to India.

Flipkart and India’s omnichannel enablement platform Ace Turtle entered into a joint venture to bring Toys “R” Us (TRU) and Babies “R” Us (BRU) to India through a strategic arrangement with WHP Global, the controlling shareholder of Tru Kids Brands.

“We are excited by the tremendous potential of this new partnership, as India is one of the fastest-growing consumer markets in the world with real spending power among a rapidly growing population,” says Yehuda Shmidman, chairman and CEO, WHP Global. “We look forward to working closely with Flipkart and the Ace Turtle team to build Toys ‘R’ Us and Babies ‘R’ Us into the leading destination for toy and baby products in India.”

Related: WHP Global Acquires Controlling Interest in Tru Kids Inc., Toys “R” Us

With the new deal, consumers in India will be able to shop the TRU and BRU brands through newly established websites as Toys “R” Us looks to establish a wider presence and gain market share in the country’s growing toy market.

Since taking a controlling stake in Tru Kids Brands back in March, WHP Global has inked additional deals to expand the growth of TRU and BRU internationally, including Australia and New Zealand.

The entry of Toys “R” Us into India’s toy market will place it firmly up against competition from Reliance Brands, which has been growing its retail footprint with Hamleys and The Entertainer locations. In 2010 it was reported that Reliance was working with Toys “R” Us to open stores in the country. Eventually, TRU did plant a flag in the region through partnerships with other licensees.

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.