WHSmith is set to open 37 new Toys ‘R’ Us outlets across the UK, extending their retail collaboration.
- The partnership began with the introduction of Toys ‘R’ Us shop-in-shops in the UK by WHSmith in 2023.
- New store openings start on 28 September 2024, with Bexleyheath, Eastbourne, and Southampton as initial locations.
- WHSmith aims to launch approximately three Toys ‘R’ Us locations weekly in the lead-up to Christmas.
- The move is part of WHSmith’s strategy to bring the nostalgic Toys ‘R’ Us brand to more customers.
WHSmith is strengthening its partnership with Toys ‘R’ Us by inaugurating an additional 37 shop-in-shops across the UK, thus building on the pre-existing 39 stores established through their collaboration. This initiative sees WHSmith taking a strategic step forward as it seeks to broaden the presence of the iconic toy retailer.
The first wave of these new store openings will commence on the 28th of September, with Bexleyheath, Eastbourne, and Southampton slated to welcome customers first. By consistently adding locations, WHSmith is setting a pace of around three openings per week, effectively utilising the prime retail period leading up to Christmas.
WHSmith’s High Street Managing Director, Sean Toal, remarked on the venture’s personal significance, reflecting on the brand’s heritage: ‘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.’ Toal cited the enthusiasm of welcoming crowds, suggesting a sustained public affection for Toys ‘R’ Us.
Further commenting on the retailer’s efforts, Sean Toal reiterated WHSmith’s commitment to expanding the availability of Toys ‘R’ Us, aiming to capture and rekindle the joy associated with the brand during the festive season. The plan aligns with WHSmith’s broader strategy to rejuvenate interest in traditional high street shopping experiences, particularly as the holidays approach.
The expansion of Toys ‘R’ Us outlets by WHSmith reflects an enduring commitment to revitalising retail experiences across the UK.
