WHP Global, the parent company of Toys “R” Us, has inked a significant long-term licensing agreement with WHSmith under which the retailer will serve as the exclusive shop-in-shop partner for Toys “R” Us in the UK. WHSmith will hold the exclusive license for Toys “R” Us shop-in-shops in its High Street stores, with plans underway to unveil 30 new shops this summer.
The collaboration builds upon the success of last year’s launch of Toys “R” Us shop-in-shops in select WHSmith stores. Stanley Silverstein, Chief Commercial Officer at WHP Global, expressed enthusiasm, stating, “We’ve got off to a great start [last year] … This aligns perfectly with our overarching strategy to grow the Toys “R” Us brand in the UK through diverse channels including flagship stores, e-commerce, and travel retail, ensuring accessibility and convenience for the next generation of Toys “R” Us kids.”
Sean Toal, Managing Director at WHSmith High Street, echoes the sentiment, citing customer satisfaction as a driving force behind the extended partnership. “Our customers have been delighted by the launch of Toys “R” Us in WHSmith stores, so we are excited to have signed a new exclusive agreement that extends our partnership with the brand,” he says.
The strategic alliance aims to deliver exceptional value and variety to customers by integrating the iconic Toys “R” Us brand, including its beloved mascot Geoffrey the Giraffe, into WHSmith’s retail ecosystem. Details regarding new store locations and opening dates will be disclosed in the upcoming weeks.
With the expansion of Toys “R” Us in the UK via WHSmith, there have been rumblings that the current incarnation of the Toys “R” Us UK website is winding down. As some readers may recall, that effort was being managed by the licensee for Toys “R” Us in Australia and New Zealand. That outfit borrowed money to support its UK growth in 2022.
