WHSmith signs Toy’R’Us UK agreement

WHSmith UK ToysRUs
Toys”R”Us introduced the brand to select WHSmith stores in the UK last year. (Source: whp-global.com)

Global retailer WHSmith has signed a long-term license agreement with WHP Global, the parent company of Toys”R”Us.

The newsagency/travel essentials retail chain secures an exclusive license for Toys’R’Us shop-in-shops in their high street stores. Thirty new outlets are set to open this European summer.

The agreement follows the success of select WHSmith stores operating Toys’R’Us shop-in-shops last year.

Stanley Silverstein, chief commercial officer at WHP Global, said “We are thrilled to strengthen our relationship with WHSmith and expand the reach of Toys’R’Uss to more locations across the UK. This aligns perfectly with our overarching strategy to grow the Toys’R’Usbrand in the UK through diverse channels including flagship stores, ecommerce and travel retail, ensuring accessibility and convenience for the next generation of Toys’R’Us kids.”

WHSmith operates more than 1,700 stores, with over 640 shops (primarily in airport locations) across 32 countries.