Old high street name to return in 37 new stores across the UK before Christmas
Toys R Us is set to make a significant comeback on the UK high street, with plans to open 37 new concessions within WH Smith stores by Christmas. This expansion builds on the existing partnership between the two retailers, which began in June last year with the opening of the first Toys R Us concessions in WH Smith stores.
The number of locations has since grown to 39, and with the new rollout, a total of 76 WH Smith stores will feature a Toys R Us concession by the end of the year. The first 23 locations have been announced, with the remaining sites to be revealed later this year.
Starting from September 28, three new Toys R Us shop-in-shops will open every week in the lead-up to Christmas, with Bexleyheath, Eastbourne, and Southampton among the first locations. Toys R Us initially launched in the UK in 1985 as the "world's first toy supermarket" but went into administration in 2018, resulting in the closure of all 100 UK stores.
However, plans for a relaunch were announced in October 2022, followed by an exclusive deal with WH Smith. Managing director of WHSmith High Street, Sean Toal, expressed excitement about the resurgence of 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! ".
Toys R Us list of confirmed 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
Kings Lynn
Reflecting on the collaboration, 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.", reports the Mirror.
The boost in WH Smith's operations comes in the wake of impressive sales figures, with like-for-like revenue in its travel shops increasing by 7% in the year ending August 31. This surge contributed to an overall 5% rise in total turnover for the company.
With a portfolio of 1,100 outlets across the country, WH Smith highlighted the strength of its travel division, particularly during the pivotal spring and summer period, which benefitted significantly from robust passenger numbers.