Playful Partnership: WHSmith and Toys ‘R’ Us to Transform UK High Streets

WHP World, the guardian firm of Toys “R” Us, has inked a major long-term licensing settlement with WHSmith beneath which the retailer will function the unique shop-in-shop associate for Toys “R” Us within the UK. WHSmith will maintain the unique license for Toys “R” Us shop-in-shops in its Excessive Road shops, with plans underway to unveil 30 new retailers this summer time.

The collaboration builds upon the success of final yr’s launch of Toys “R” Us shop-in-shops in choose WHSmith shops. Stanley Silverstein, Chief Industrial Officer at WHP World, expressed enthusiasm, stating, “We’ve bought off to a fantastic begin [last year] … This aligns completely with our overarching technique to develop the Toys “R” Us model within the UK by way of numerous channels together with flagship shops, e-commerce, and journey retail, guaranteeing accessibility and comfort for the following era of Toys “R” Us children.”

Sean Toal, Managing Director at WHSmith Excessive Road, echoes the sentiment, citing buyer satisfaction as a driving drive behind the prolonged partnership. “Our clients have been delighted by the launch of Toys “R” Us in WHSmith shops, so we’re excited to have signed a brand new unique settlement that extends our partnership with the model,” he says.

The strategic alliance goals to ship distinctive worth and selection to clients by integrating the long-lasting Toys “R” Us model, together with its beloved mascot Geoffrey the Giraffe, into WHSmith’s retail ecosystem. Particulars concerning new retailer areas and opening dates might be disclosed within the upcoming weeks.

With the enlargement of Toys “R” Us within the UK through WHSmith, there have been rumblings that the present incarnation of the Toys “R” Us UK web site is winding down. As some readers might recall, that effort was being managed by the licensee for Toys “R” Us in Australia and New Zealand. That outfit borrowed money to assist its UK progress in 2022.