Toys R Us is set to bolster its UK presence with plans to launch 37 new concessions in WH Smith stores ahead of the festive season.
The iconic toy retailer has revealed a rapid expansion strategy, with three new shop-in-shops opening weekly from September 28 until Christmas, kicking off in Bexleyheath, Eastbourne, and Southampton. The initial batch of 23 locations has been disclosed – including Bath and Yeovil – with additional sites expected to be announced later in the year.
Below is the list of locations already made public.
Since the first Toys R Us concession debuted within a WH Smith store in June last year, there are now 39 such outlets. This latest growth spurt will increase the total to 76.
Toys R Us made its UK debut in 1985 as the pioneering “world’s first toy supermarket”, reports the Mirror.
Toys R Us list of new stores
- Bath
- Leicester Gallowtree Gate
- Bexleyheath
- Newark
- Cardiff
- Newbury
- Carlisle
- Plymouth
- Chipping Norton
- Scarborough
- Coventry
- Southampton
- Dumfries
- Southport
- Dunfermline
- St Annes
- Eastbourne
- Truro
- Fareham
- Weymouth
- Havant
- Yeovil
However, the brand faced a major setback when it fell into administration in 2018, leading to the closure of all 100 UK stores and leaving many children heartbroken. The relaunch was first mooted in October 2022, with WH Smith securing an exclusive partnership soon after.
Sean Toal, Managing Director of WHSmith High Street, expressed excitement about the enduring affection for Toys R Us in the UK: “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. We’ve had queues around the block for many openings in the last year which tells you just how much people are loving seeing Toys R Us back again. But our job isn’t done yet, and I’m pleased 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! “.
Reflecting on the collaboration with WHSmith, Simon Cartey, UK Commercial Director at Toys R Us, commented last year: “Our new Toys R Us shop-in-shops at WHSmith create the perfect home for Toys R Us as it returns to the UK high street shopping scene. With this collaboration, we are not only bringing back the beloved Toys R Us experience but also providing convenient access to a wide range of toys and games. Together, we hope to create a magical and joyful shopping destination for families across the country.”