WHSmith has announced plans to open 37 additional Toys ‘R’ Us locations across the UK, following the success of their existing partnership.
- The first new stores are set to launch on 28 September in Bexleyheath, Eastbourne, and Southampton.
- The expansion will see an average of three new stores opening each week leading up to Christmas.
- Sean Toal, WHSmith’s high street managing director, expressed enthusiasm about the ongoing collaboration and customer response.
- The expansion underscores the enduring popularity of the Toys ‘R’ Us brand in the UK.
WHSmith is set to expand its collaboration with Toys ‘R’ Us by opening 37 new shop-in-shops throughout the UK. The stationery retailer first introduced this concept in 2023 and currently operates 39 locations under this partnership. The new phase of store openings will commence on 28 September, with initial sites launching in Bexleyheath, Eastbourne, and Southampton.
The retailer plans to maintain a momentum of opening approximately three new stores each week, with a strategic focus on ramping up operations as the holiday season approaches. Sean Toal, managing director for WHSmith’s high street division, remarked on the widespread excitement, noting that there have been “queues around the block” during past store launches, highlighting the strong demand for the Toys ‘R’ Us brand.
Toal further stated, “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.” This statement reflects WHSmith’s commitment to re-establishing the brand’s presence in the market. He added, “We’re delighted to be bringing the magic of Toys ‘R’ Us to even more customers over the coming months ready for the best time of year – Christmas!”
The expansion not only showcases the success of the retail partnership but also capitalises on the nostalgic and enduring appeal of the Toys ‘R’ Us name. This move is seen as a strategic effort to boost footfall and enhance customer experience through a brand many hold in high regard.
WHSmith’s strategic expansion of Toys ‘R’ Us outlets signifies a renewed chapter for the beloved toy retailer in the UK.
