Will the Toys“R”Us and WHSmith UK Expansion Help the Retailer?

WHP Global, the parent company of Toys“R”Us, has recently entered into a significant agreement with WHSmith, a leading global retailer, solidifying WHSmith as the sole shop-in-shop partner for Toys“R”Us in the United Kingdom.

This long-term license agreement grants WHSmith exclusive rights to operate Toys“R”Us shop-in-shops in its High Street stores. It also marks a pivotal moment for both companies, with WHSmith set to open 30 new Toys“R”Us shop-in-shops in its High Street stores throughout the upcoming summer season.

The strategic partnership builds on the success of previous Toys“R”Us shop-in-shops launched in select WHSmith stores last year. Additionally, it underscores WHP Global’s commitment to expanding the presence of Toys“R”Us across the UK retail landscape, providing accessibility and convenience to the next generation of Toys“R”Us kids.

Stanley Silverstein, chief commercial officer at WHP Global, expressed enthusiasm about the partnership, citing the positive response so far to the introduction of Toys“R”Us shops within WHSmith locations. “This aligns perfectly with our overarching strategy to grow the Toys“R”Us brand in the UK through diverse channels including flagship stores, ecommerce and travel retail,” he stated.

Sean Toal, managing director at WHSmith High Street, echoed Silverstein’s sentiments, highlighting the delight of customers with the launch of Toys“R”Us in WHSmith stores. “We are excited to have signed a new exclusive agreement which extends our partnership with the brand,” he said. “We look forward to bringing the magic of Toys“R”Us to even more WHSmith customers across the UK.”

The partnership between WHP Global and WHSmith reflects a mutual commitment to delivering exceptional value and variety to customers, according to the press release. By leveraging the strengths of their respective retail expertise, both companies aim to provide an “unparalleled shopping experience.” This experience will integrate the iconic Toys“R”Us brand, including the beloved mascot Geoffrey the Giraffe, into WHSmith’s retail ecosystem.

After closing all stores in the UK in 2018, Toys“R”Us has made a comeback through this partnership with WHSmith. This initially started when the UK company purchased the rights to relaunch the Toys“R”Us website in 2022. Next, it tested in-store concessions in nine WHSmith stores across various locations. Now, the company plans to add the shop-in-shops to 30 more WHSmith stores by August 2024. These concessions offer a curated selection of popular toys like Barbie and Hot Wheels, along with interactive experiences for young shoppers. The product range will be regularly updated, and customers can also explore the full selection online.

As the partnership evolves, both companies are dedicated to keeping customers informed about new store locations and opening dates.