Toys“R”Us, the world’s greatest toy store, returns to the delight of children all over the UK. With an incredible range of toys and baby products… the magic is back just in time for Christmas.

Following a successful relaunch of Toys“R”Us and Babies“R”Us in Australia, Toys“R”Us ANZ Limited (ASX: TOY), and WHP Global, the parent company of Toys“R”Us® and Babies“R”Us, are overjoyed to announce their renewed presence in the United Kingdom with the launch of their digital flagship ecommerce websites and

Dr. Louis Mittoni, CEO and Managing Director of Toys“R”Us ANZ, the exclusive license partner for Toys“R”Us and Babies“R”Us in Australia and the UK said: “This important event is an acknowledgment of our devotion to the Toys“R”Us and Babies“R”Us brands, and testimony to the fantastic working relationship with worldwide brand owner WHP Global.

“The momentum behind the Toys“R”Us brand and its return to key markets including the UK and United States has been phenomenal. We are in early innings for what customers can expect from both Toys“R”Us and Babies“R”Us as we head into 2023,” said Yehuda Shmidman, Chairman and CEO of WHP Global and Toys“R”Us.

Toys“R”Us UK launches with a massive range of products on the Toys“R”Us and Babies“R”Us flagship sites from more than 300 brands and is aiming to further enhance the customer experience with additional engaging content and product differentiation.

“Tailoring our successful Australian relaunch plan to the UK echoes the success of other e-commerce platform play businesses that have delivered growth and value due to their ability to quickly and cost effectively expand their software, processes, partner relationships and brands into new countries.  Since Toys“R”Us’ return to Australia in June 2019, we have scaled quickly as customers returned to the much-loved brand and our e-commerce model has proven its success,” added Mittoni.

The United Kingdom has one of the most advanced and mature e-commerce markets in the world, with internet-savvy consumers increasingly embracing online purchasing.

The total addressable market for toys and games in the UK for 2021 was £3.7 billion1, representing the largest toy market in Europe and the fourth largest globally.

Mike Coogan, Marketing Director of Toys“R”Us UK, said: “It is a very exciting time for Babies“R”Us and Toys“R”Us and we cannot wait to reclaim our position with British shoppers as the premiere supplier of the very best toys, games, and babycare products for parents and children.”


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