Geoffrey the Giraffe is coming to the UK.

WHSmith and Toys “R” Us ANZ Limited have teamed up to launch nine Toys “R” Us shop-in-shops across the UK this summer. At the stores, customers will be welcomed by a life-sized Geoffrey the Giraffe 3D sculpture before discovering dedicated sections by age, interest, and category, with interactive experiences, demonstration tables, and iconic visual elements throughout.

Each Toys “R” Us shop-in-shop will feature a key range of products and activities from top toy brands including Barbie, Bluey, Fisher Price, Hot Wheels, LEGO, Marvel, Paw Patrol, Peppa Pig, Playmobil, Star Wars, and more. 

The new retail partnership follows last year’s successful launch of Toys “R” Us UK’s digital flagship e-commerce website.

WHSmith to bring Toys “R” Us back to the high street with a new retail partnership this summer. | Source: Toys “R” Us

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“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,” says Sean Toal, Managing Director, WHSmith High Street. “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.”

Simon Cartey, UK Commercial Director at Toys “R” Us adds, “Our new Toys ‘R’ Us shop-in-shops at WHSmith create the perfect home for Toys ‘R’ Us as it returns to the UK 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.”

The grand opening for the first Toys “R” Us shop-in-shop is on June 10 at the WHSmith Monks Cross Retail Park location in York, with the remaining eight to open throughout the summer in Canterbury, Chelmsford, Cheltenham, Cwmbran, Oxford, Poole, Reading, and Solihull. For more information visit toysrus.co.uk.

About the author

Nadia Velit

Nadia Velit

Nadia Velit is the Senior Editor at Adventure Media & Events where she writes for The Toy Book, The Toy Insider, and The Pop Insider. As a trusted source for parents and gift-givers and a toy industry expert, Nadia focuses on all things toys and stays on top of all of the hottest trends. She loves to be outside with her chickens and is always ready for a game of giant Jenga or old-fashioned Twister. When she’s not playing with friends and family, you can find her curled up with a Sandra Brown mystery novel or obsessing over The New York Times Spelling Bee although truthfully she would rather be at Hogwarts. Nadia has been featured on CBS, NBC, FOX, and more.

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