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Toys"R"Us partners to expand in U.K.

Toys"R"Us at WHSmith
Toys"R"Us at WHSmith on the High Street in Cheltenham, England.

The parent company of Toys"R"Us  continues its mission to expand the footprint of the toy retailer.

WHP Global has signed a long-term license agreement with WHSmith as the exclusive shop-in-shop partner for Toys"R"Us in the United Kingdom. Under the terms of the agreement, WHSmith will have the exclusive license for Toys"R"Us shop-in-shops in their High Street stores, including the opening of 30 new shops this summer.

The deal follows the successful launch of Toys"R"Us shop-in-shops in select WHSmith stores last year. 

Since its acquisition by WHP in March 2021, Toys“R”Us has increased its global retail footprint with openings in the U.K. Kingdom, India, Dubai and Mexico. The brand marked its return in the U.S. in late 2021, opening a flagship at flagship American Dream, East Rutherford, N.J., followed by the launch of 452 in-store shops at Macy’s stores nationwide in 2022.  WHP is partnering with Go! Retail Group to roll out Toys“R”Us flagships — as many as 24— across the U.S., with the first expected to open for holiday 2024.

 "We are thrilled to strengthen our relationship with WHSmith and expand the reach of Toys"R"Us to more locations across the UK,” said said Stanley Silverstein, chief commercial officer at WHP Global. “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."

WHSmith's High Street business comprises more than 500 stores across the UK. It operates some 1,700 stores across 32 countries worldwide, including more than 320 stores in North America. It is on track to open over 110 stores this year, including more than 50 in North America, primarily in airports.

"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 which extends our partnership with the brand," said Sean Toal, managing director at WHSmith High Street. "We look forward to bringing the magic of Toys"R"Us to even more WHSmith customers across the U.K."

Customers can look forward to an unparalleled shopping experience that integrates the iconic Toys"R"Us brand including mascot Geoffrey the Giraffe into WHSmith's retail ecosystem, WHP said.

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