WHP Global, WHSmith Partner for U.K. Toys“R”Us Shop-in-Shops

WHP Global (WHP), parent company of Toys“R”Us, has signed a long-term license agreement with leading global retailer, WHSmith, as the exclusive shop-in-shop partner for Toys“R”Us in the U.K. Under the terms of the agreement, WHSmith will have the exclusive license for Toys“R”Us shop-in-shops in its High Street stores, including opening 30 new shops this summer. 

Following the successful launch of Toys“R”Us shop-in-shops in select WHSmith stores last year, this strategic partnership is part of WHP Global’s mission to expand its Toys“R”Us presence across the U.K. retail landscape. 

“We’ve got off to a great start with the introduction of Toys“R”Us shops within WHSmith locations,” says Stanley Silverstein, chief commercial officer, WHP Global. “We are thrilled to strengthen our relationship with WHSmith and expand the reach of Toys“R”Us to more locations across the U.K. This aligns perfectly with our overarching strategy to grow the Toys“R”Us brand in the U.K. through diverse channels, including flagship stores, e-commerce and travel retail, ensuring accessibility and convenience for the next generation of Toys“R”Us kids.” 

“Our customers have been delighted by the launch of Toys“R”Us in WHSmith stores, so we are excited to have signed a new exclusive agreement, which extends our partnership with the brand,” says Sean Toal, managing director, WHSmith High Street. “We look forward to bringing the magic of Toys“R”Us to even more WHSmith customers across the U.K.” 

Related:Kohl’s, WHP Global Announce Strategic Partnership for Babies’R’Us

New store locations and opening dates will be released in the coming weeks.