WHSmith plans to expand its partnership with Toys ‘R’ Us by opening 37 new stores before Christmas.
- Toys ‘R’ Us shop-in-shops began in 2023 and continue to grow within WHSmith outlets.
- Three new locations – Bexleyheath, Eastbourne, and Southampton – will see openings starting 28 September.
- The expansion will see an average of three new store openings per week leading up to the holiday season.
- Sean Toal notes the nostalgia and excitement surrounding the return of Toys ‘R’ Us in the UK.
WHSmith has announced its intention to open 37 new Toys ‘R’ Us shop-in-shops in preparation for the approaching Christmas season. This expansion is a result of the promising partnership commenced last year and is set to enhance their current network of 39 existing locations across the UK.
The initiative follows the initial opening of Toys ‘R’ Us shop-in-shops within WHSmith stores in 2023, marking a significant return of the toy retailer to the UK market. Bexleyheath, Eastbourne, and Southampton have been earmarked as initial sites for these new establishments, with the first openings scheduled for 28 September.
As part of a strategic roll-out, WHSmith plans to introduce an average of three Toys ‘R’ Us shops per week leading up to Christmas. This rapid expansion highlights the retailer’s commitment to capturing the festive market and catering to the heightened demand during this period.
Sean Toal, WHSmith’s high street managing director, expressed pride in bringing back a cherished brand. He remarked, “Nearly 40 years ago Toys ‘R’ Us first came to the UK, and we take great pride in being the steward of this much-loved brand in the UK.” The reception of the brand’s comeback has been overwhelmingly positive, evident from the customer turnout.
Toal further conveyed the company’s ongoing mission to extend the enthusiasm associated with Toys ‘R’ Us. “But our job isn’t done yet,” Toal stated, indicating the company’s ongoing efforts to broaden their reach and create memorable experiences for customers during the Christmas season.
WHSmith’s targeted expansion of Toys ‘R’ Us stores aims to meet consumer demand and leverage festive shopping trends.
